NewsReporter
04-13-2004, 05:36 AM
Volkswagen of America Inc. this month launched an eight-week sales drive that accompanies its new advertising theme: "Drive it. You'll get it."
The campaign, designed to bring customers to dealerships for test drives, runs through May. The promotion will have two more installments, running from the end of June until Sept. 1 and from Thanksgiving through year end. Each sales drive emphasizes specific vehicles. The spring event features incentives on the Jetta and Passat.
"We're branding key periods of time throughout the year and allowing ourselves to be a bit more 'retailesque' with the good deals," says VW of America General Marketing Manager Zafar Brooks. Brooks would not reveal the campaign cost.
The automaker has not set sales goals for dealers, but the program is designed to help VW reach its goal of selling 300,000 vehicles in the United States this year. VW sold 302,686 vehicles in the United States in 2003.
VW dealers are enduring the automaker's aging lineup, paltry incentives and reputation for poor quality.
Last month, Volkswagen division began offering 0.9 percent financing on a wider variety of models and lower lease payments on Jettas and Passats. Those incentives did little to strengthen March sales, which dropped 18.5 percent, to 21,331, from March 2003.
A redesigned Jetta is expected to arrive in the United States in February 2005. A redesigned Passat is scheduled to go on sale in September 2005.
Volkswagen and its ad agency, Arnold Worldwide of Boston, created print, radio and TV advertising for the spring sales drive. Two TV spots for the drive focus on Jetta and Passat pricing.
The campaign also emphasizes how the cars' features help drivers address a variety of driving situations. VW has given dealers promotional materials, including trading cards and posters, to supplement the campaign.
VW has created a consumer Web site, www.vw.com/driveityoullgetit.htm (http://www.vw.com/driveityoullgetit.htm), to promote what it calls the brand's unique product qualities.
The focus on test drives is appropriate, says Jeff Swystun, global director of the brand consulting firm Interbrand of New York.
"Most of the promotions in automotive have been $1,500 rebates, basically commoditizing the whole industry and cheapening it," Swystun says.
"This (campaign) is based on how good the product is, so if you come out and try it, you're going to convince yourself that it's something you'd be interested in."
Brooks has met with more than 200 dealer representatives nationwide since March to discuss sales drives and promotions.
Source: Auto Week
The campaign, designed to bring customers to dealerships for test drives, runs through May. The promotion will have two more installments, running from the end of June until Sept. 1 and from Thanksgiving through year end. Each sales drive emphasizes specific vehicles. The spring event features incentives on the Jetta and Passat.
"We're branding key periods of time throughout the year and allowing ourselves to be a bit more 'retailesque' with the good deals," says VW of America General Marketing Manager Zafar Brooks. Brooks would not reveal the campaign cost.
The automaker has not set sales goals for dealers, but the program is designed to help VW reach its goal of selling 300,000 vehicles in the United States this year. VW sold 302,686 vehicles in the United States in 2003.
VW dealers are enduring the automaker's aging lineup, paltry incentives and reputation for poor quality.
Last month, Volkswagen division began offering 0.9 percent financing on a wider variety of models and lower lease payments on Jettas and Passats. Those incentives did little to strengthen March sales, which dropped 18.5 percent, to 21,331, from March 2003.
A redesigned Jetta is expected to arrive in the United States in February 2005. A redesigned Passat is scheduled to go on sale in September 2005.
Volkswagen and its ad agency, Arnold Worldwide of Boston, created print, radio and TV advertising for the spring sales drive. Two TV spots for the drive focus on Jetta and Passat pricing.
The campaign also emphasizes how the cars' features help drivers address a variety of driving situations. VW has given dealers promotional materials, including trading cards and posters, to supplement the campaign.
VW has created a consumer Web site, www.vw.com/driveityoullgetit.htm (http://www.vw.com/driveityoullgetit.htm), to promote what it calls the brand's unique product qualities.
The focus on test drives is appropriate, says Jeff Swystun, global director of the brand consulting firm Interbrand of New York.
"Most of the promotions in automotive have been $1,500 rebates, basically commoditizing the whole industry and cheapening it," Swystun says.
"This (campaign) is based on how good the product is, so if you come out and try it, you're going to convince yourself that it's something you'd be interested in."
Brooks has met with more than 200 dealer representatives nationwide since March to discuss sales drives and promotions.
Source: Auto Week