迈腾命名
科技加冕，风云共赏
项目背景
一汽-大众汽车有限公司于1991年2月6日成立，是由中国第一汽车集团公司和德国大众汽车股份公司、奥迪汽车股份公司及大众汽车（中国）投资有限公司合资经营的大型乘用车生产企业，是我国第一个按经济规模起步建设的现代化乘用车工业基地。
FAW - Volkswagen Automotive Co., Ltd. on February 6, 1991, was established by the China FAW Group Corporation and Volkswagen AG, Audi AG and Volkswagen (China) Investment Co., a large passenger car joint venture production enterprises, is China's first start by building a modern economy of scale passenger car industry base.
面临挑战
2007年一汽大众推出帕萨特第六代车型，其中文名称既要展现品牌已有特性，又要与英文名称发音接近，便于品牌形象一致性的树立。
2007 Volkswagen Passat launched the sixth generation models, the Chinese brand name is necessary to show the existing features, but also with the English name sounds close, easy to establish a consistent brand image.
解决方案
通过深入细致的市场调研分析，先知确定了“科技加冕，风云共赏”的核心诉求理念，为其量身打造出“迈腾”这一极具震撼力的品牌名称。“迈”寓意自信、果决、动感；“腾”表示腾飞、超越、激情。 “迈腾”给人活力、奋勇向上之感，与汽车的特性极度吻合。
After in-depth and detailed market research analysis, Wevin determine the "science and technology coronation, the situation Dramas" core demands of philosophy, tailored for a "Magotan," the great power of the brand name. "Mai" meaning confident, decisive, dynamic; "Tang" means off, beyond passion. "Magotan" gives vitality, a sense of up courageously, with the car's features extremely consistent.
