South Africa, July 22 -- Emotional patriotic link

And, once you make a solid, emotional patriotic link with your potential customer, you're halfway there.

Volkswagen then took over as the brand which tugged at the heartstrings, tapping into the truism that cars are so much more than machines - they're enablers of good times and, if they're reliable, become a trusted member of the family.

I bought a VW Jetta based on one of their iconic ads - and it was still going strong 25 years later when I sold it. Its reliability saved me having to buy a new car. a saving which helped put my kids through university.

One of the most incredible brand transformations in the car sector over the past 20 years has been that of the Ford Ranger. The origi...