Believe the hype: this new model is on the up!

The Volkswagen up! might have a huge marketing drive squarely behind it, but there’s plenty of substance beneath the style

12th February, 2017

On the face of it, the Volkswagen up! (sic) is a marvel of modern marketing. It was launched at the end of 2011 as the new baby in the wide Volkswagen range, and the German company didn’t shy away from comparisons between its chic yet simple lines and Apple’s iPhone. Even the name (‘up!’) is clearly a product of months of consultancy fees and meetings, and more of the same is found in the price...

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