The VW's B-Class Passat was positioned in-between the premium car market and the mass car market. This sector has an extremely tough business model. Consumers in this market were taking ever-longer time to consider their next car acquisition. This was a high purchase value category with only a small amount of people considering buying a car at any one time. TV sponsorship was chosen as media vehicle for the VW Passat because of its ability to drive awareness and also closely align the personalities of the brand and the sponsored programme. Find out more...