This week John Stech, host of The Auto Ethnographer is joined by Greg Tebbutt. Greg has spent 30 years in marketing with half of that in the automotive industry, both on the agency and the automaker sides. On the agency side he worked with Nissan, BMW, Audi, and Volkswagen (South Africa).  On the automaker side, he worked with Volkswagen (USA), VinFast, and Meyers Manx.  The conversation centers on the Volkswagen brand in South Africa, of which Greg is a native, as well as the United States, providing a rich comparison between the two markets.

The tale of the Volkswagen brand between South Africa and the United States could not be more different. VW commands the highest market share in South Africa outside of its home market in Germany. And in the US market VW typically has the lowest share of any markets it serves. Greg and I dive into the differences, what causes them, and what could be done for improvement. 

Greg Tebbutt served as Senior Director, Marketing Strategy & Communications at Volkswagen of America. Subsequently he led VinFast's launch marketing efforts as the US CMO.  He has also guided the marketing as Meyers Manx, an iconic dune buggy brand as it transitions to an electric vehicle brand. 

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