Volkswagen - What is the road to the top?

Volkswagen Financial Services combines emotional storytelling with a fleet message in its latest marketing campaign

Road to the top? The key is a proven car financing partner – that is the main message of the latest Volkswagen Financial Services campaign. The spot continues the story of the characters from the spring commercial. This time in a business setting.

The image spot once again relies on storytelling – emotions accompany the journey to achieving business goals. The authenticity of the story being told, a clear message and highlighting the No. 1 position in passenger car financing are the ideas on which Volkswagen Financial Services' communication in 2024 is based.

– We want to reach our customers in a way that reflects their own stories and aspirations. We believe that emotions are crucial because they help you understand yourself and choose the path you want to follow – says Mateusz Granoszek, head of the marketing department at Volkswagen Financial Services.

The spot continues and develops the story of the heroines from the spring spot “To the mountains or to the sea?”. The CUPRA brand played a special role, thanks to which it was possible to gather more than 20 new Formentor models on the set.

CUPRA in the leading role

CUPRA in the leading role

Volkswagen Financial Services campaign: Road to the top?

CUPRA is an unconventional brand combining emotion, electrification and sporty performance, which debuted on the market in 2018 with the Formentor model. Since then, it has been one of the fastest-growing automotive brands in Europe and has successfully inspired European markets. CUPRA symbolises the future of motoring, constantly improving technologies expressed through exceptional design and the best solutions.

Within a few years, CUPRA has gained recognition from drivers around the world. Thanks to cooperation with Volkswagen Financial Services, models of this brand are available with attractive financing, also for car fleets – as shown by the latest emotional VW FS marketing campaign.

– Cooperation with Volkswagen Financial Services is a huge honour for us. We are pleased that we could translate our passion for motoring and at the same time present the innovation of CUPRA models in such an inspiring story, where the main automotive role was played by the new Formentor. Our cars fit perfectly into the vision of dynamic, modern mobility that we promote together – says Katarzyna Dziomdziora, PR Manager for SEAT&CUPRA brands.

Campaign creators

The campaign creators prepared two spots:

one lasts 30 seconds,

50 seconds. The advertising agency Vision&People is responsible for production in cooperation with the production house Motion Brand. PR support for the campaign is provided by dfusion communication. The premiere of the spot took place on 23 September this year – all digital campaign activities started on that day. From 1 October, the spot will be broadcast on television, including on Polsat and TVN.

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Company information

Volkswagen Financial Services is a division of the Volkswagen brand that specialises in passenger car financing. Its main goal is to support customers in obtaining suitable financing, including for car fleets.

As part of its activities, it works in partnership with brands such as CUPRA, which are part of the Volkswagen Group. The cooperation between them aims to provide attractive financing conditions and promote new models in a climate of emotional storytelling.