More Than Ever, Driving is Focus of a New Volkswagen Campaign - 'Drive It. You'll Get It.'
AUBURN HILLS, Mich., March 26 -- Once again, Volkswagen of America, Inc. is focusing its advertising message on the unique German- engineered driving experience of its vehicles as it aggressively launches, "Drive it. You'll Get it" -- a new campaign that boldly reinforces with U.S. car buyers that Volkswagen is and always will be the "Drivers wanted" brand.
The thrust of the new marketing push centers on Volkswagen's vehicles and how they continue to provide a driving and product experience different from other cars in their market segments. Volkswagen's latest campaign is being executed with a balance between strong brand and retail messages.
From a brand perspective, the "Drive it. You'll Get it" theme focuses on what it feels like to drive a Volkswagen with creative that shows consumers discovering what makes a Volkswagen a Volkswagen, and a great driving car. Messaging encourages consumers to test drive a Volkswagen for a first-hand experience.
The retail campaign, meanwhile, centers around a series of sales drive events, to be held at different intervals throughout the year. The first program launches on Thursday, April 1, with the "Volkswagen Spring Sales Drive," communicating special retail pricing and APR's with the mantra: "Now's a great time to buy a Volkswagen." Together, the brand and retail programs highlight core attributes of Volkswagen vehicles, while underscoring a tradition of offering drivers an accessible, German-engineered driving experience like no other.
"This 2-pronged campaign concentrates on what makes Volkswagen great and that, first and foremost, is our product," said Zafar Brooks, General Marketing Manager, Volkswagen of America, Inc. "Our goal is to reinvigorate the 'Driver' position with a new approach that is fresh and aggressive but also remains true to the brand and Volkswagen's creatively different modus operandi."
The new Volkswagen campaign will be supported with major television, radio and a direct mail program. Dealer showroom materials, designed to educate and motivate consumers, meanwhile, include license plate covers, mirror danglers, snap lock posters, hang tags and trading cards, each sporting the "Drive it. You'll Get it" theme. All materials are tagged with a specific URL: www.driveitgetit.com , leading to a Volkswagen microsite where consumers can find out more about what makes a Volkswagen a Volkswagen -- from torque and cornering to 4Motion and German engineering for the Autobahn.
Boston-based Arnold Worldwide, Volkswagen's longtime advertising agency of record, provides all creative which will highlight, at different times, nearly the entire range of Volkswagen's product offerings, including: Jetta, Passat, New Beetle, Golf/GTI, Touareg, R32 and Phaeton W12, respectively.
"2004 is a very important year for Volkswagen," added Brooks. "We are intensely focused and dedicated to promoting the basic tenants, the very foundation, of this great brand. Real drivers want great cars and outstanding rides. Volkswagen truly provides them with both like no other car company."
Founded in 1955, Volkswagen of America, Inc. is headquartered in Auburn Hills, Michigan. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. Volkswagen is one of the world's largest producers of passenger cars and Europe's largest automaker. Volkswagen of America and its affiliates employ approximately 3,000 people in the United States and are responsible for the sale and service of Audi, Bentley, and Volkswagen products through retail networks comprising in total more than 900 independent U.S. dealers.
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