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Volkswagen Hits the Road with Mobile Movie Theatre

4 October 1999

Volkswagen Hits the Road with Mobile Movie Theatre

        Automaker Launches Innovative Program to Entertain and Educate
                               College Students

    AUBURN HILLS, Mich., Oct. 1 -- Today Volkswagen of America
announced a new marketing initiative directly targeting college students.
Named "The Major Motion Picture Show," this program is designed to
re-introduce Volkswagen to college students and convey the benefits of
Volkswagen Assured Certified Pre-Owned vehicles.
    The "Major Motion Picture Show" is a touring mobile movie theatre and
entertainment festival slated to visit sixteen U.S. colleges throughout the
fall.  Students will have the opportunity to attend the festival and view a
movie with free food and soft drinks and pick up Volkswagen-branded
merchandise.
    Local Volkswagen representatives will also be on hand to answer questions
about the Volkswagen brand, vehicles and services.  They will explain how
Volkswagen cars can be accessible to those on a college budget through the
purchase of Volkswagen Assured Certified Pre-Owned vehicles.  The Volkswagen
devoted web site showcasing the New Beetle 1.8 Turbo, turbonium.com, will be
placed on computer terminals, granting students the opportunity to surf the
site.
    "We see this program as an opportunity to connect to a very important
consumer and  re-introduce them to the Volkswagen brand," said Heidi Korte,
manager Volkswagen Promotions. "Many students are purchasing their first cars,
and the Volkswagen Assured Certified Pre-Owned vehicle gives them just what
they're looking for -- affordability, quality and the ever-important 'cool
factor'."
    Volkswagen Assured Certified Pre-Owned vehicles are low in mileage and in
excellent condition.  To qualify as an Assured Certified Pre-Owned vehicle,
each must pass a 72-point certification inspection administered by a qualified
Volkswagen technician.  Each car is backed by a one year or 12,000 mile
warranty, whichever comes first.
    Volkswagen partners, Trek and K2, will also be on on-site to enhance the
mini-festival atmosphere.  Trek's mobile cycling unit, with 20 bikes, will
offer demo rides, and K2 will be on location with their demo van featuring
K2 skis and snowboards.
    "The Major Motion Picture Show" is scheduled to target colleges in the
following markets: Boston, Chicago, Hartford, Los Angeles, Minneapolis, New
York, Philadelphia, Providence, and San Francisco.  The first stop will be
St. Cloud State University in St. Cloud, MN on October 4, 1999, where
"Austin Powers: International Man of Mystery" will be the featured movie.
    Founded in 1955, Volkswagen of America, Inc, is headquartered in Auburn
Hills, Mich., and is a wholly owned subsidiary of Volkswagen AG.  It markets a
full line of Volkswagen vehicles through a network of about 600 dealers.  In
the United States, Volkswagen has sold more than 10 million cars and is the
top-selling European importer.