Volkswagen Magotan

Overview

The B6, Volkswagen's newest development in the Passat line, was intended to be launched as a prestigious flagship model in China. Like other Western car companies on the mainland, VW was manufacturing its models through local partners. The previous model, Passat B5 GP, was manufactured and marketed exclusively by local VW partner SAIC. The new B6 model would be brought to market by FAW-Volkswagen, another partner, while SAIC would continue manufacturing the B5 GP. The two VW partners would then be manufacturing competing Passats. In order to avoid confusion and trademark conflicts in China, Volkswagen decided to develop a new name for its eagerly awaited prestige model.

Challenge

Volkswagen retained Landor to create a Passat name for exclusive use in mainland China that would substantially differentiate the new model from the Passat B5 GP. Because both were positioned as high-class, show-off cars, it was important to win over the target group of affluent male buyers by appealing to their performance- and status-driven values. The name also needed to allow a phonetic transliteration into Chinese with an emphasis on the syllabletengto create an association with VW's other premium models, Hui Teng (Phaeton) and Su Teng (Sagitar).

Solution

The Hamburg and Asia Pacific offices of Landor worked together to develop the name Magotan, alluding to the Latin word magnus and the kingly color magenta. The syllable tan suggests dominance and weight. Its phonetic and semantic Mandarin transliteration, May Teng, brings to mind a tall horse galloping fast-especially relevant as horses are an important symbol of good fortune in Chinese culture. The name, which was tested and validated in focus groups, appealed to the self-image and the aspirations of the car owner. The VW Magotan, lauded as China's most anticipated car in 2007, became one of the country's top sellers, recapturing momentum for Volkswagen in the region.