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Volkswagen Admits China Miscalculations
- The Guardian , Wednesday, June 19, 2013 8 AM
Volkswagen has admitted it lost its way in China, where it sells a third of its cars, saying it suffered a "terrible wake-up call" after discovering its brand reputation had plummeted in the eyes of the Chinese. The automaker's CMO, Alexi Orlov, admitted so at Cannes Lions on Tuesday, alongside the PepsiCo chief marketing officer, Richard Lee, discussing what it takes to crack the Chinese market.
