Plotting a car lifecycle content strategy


Volkswagen new model assets tend to follow a regular life-cycle according to the current launch status of the car. Assets available vary from the point when they are only Rumoured, when it may not be appropriate to feature them at all (but the wink could be tipped by showing fuzzy long-distance paparazzi shots in the news section); through the Announced state when they become the bonafide subject for news releases; via the Coming Soon and Ready to Order stages where they are allocated their own new model landing page (NMLP); and finally to Launched when the full range of assets is available.

As far as I am aware, this was the first time that anyone had thought to lay this life-cycle out in systematic form.