Farfegnugen! - Some of My Favorite VW Ads of All Time

Volkswagen Group is one of the biggest automotive manufacturers in world, with brands like Audi, Porsche, Bugatti, Lamborghini, and Bentley under our portfolio. We’re known for having fun and efficient vehicles, but did you know that Volkswagen is also a cultural phenomenon? The Beetle for instance is an icon that is easily recognized by most of the world. How did Volkswagen become such a well recognized brand that even non owners can distinguish them? The cars I personally believe sell themselves, but advertising definitely played a key factor in helping Volkswagen become one of the most recognized brands, ever. To pay homage to the great advertising minds that helped put Volkswagen on the map for over 50 years, here’s some of my favorite VW ads of all time. 

1960’s Print Campaign

The very first Beetle was imported in 1949, with the first showroom being established in the mid 1950’s. The Beetle was deemed as a car that was compact, easy to work on, and practical with a low price point. The little German vehicle was definitely different than anything the American consumer had seen before, so to show that we embraced our differences, a somewhat self deprecating, but humorous ad campaign was released. The risk definitely would pay off, considering the Beetle is today still a cultural icon. I mean, who hasn’t heard of Herbie?

Millennium Strikes - New Beetle 

The Beetle took a brief hiatus in the US market with the last Type 1 Beetle Convertible rolling out in 1979. Fast forward to the 1990’s - with Y2K approaching, Volkswagen took this opportunity to redesign and revamp a brand new Beetle, that had the power and features that the average consumer wanted in a new car. What they came up with was the New Beetle, a Beetle for the new Millennium, that hit showrooms in the late 90’s. The TV commercial that really highlighted its reintroduction was the commercial featuring Frank Sinatra’s song, “My Way”. It gave a sense of nostalgia while creating buzz for the redesign.

The Rabbit is Back!

The first generation of the Golf was sold in America as the Rabbit in the early 1970’s. This new little hatch was rolled out to be a modern replacement for the Beetle. With the second generation rolling out in 1983, the Rabbit was renamed the Golf and continued to live with that name for over 20 years. In 2006 when the Golf was getting a facelift, Volkswagen wanted to revamp Golf sales, so with the refresh, the Rabbit name was back. VW did a 15 city preview campaign where they had outdoor ads of a few “local” animals and then the Rabbit emblem below with a slogan that said, “Hey insert city name here, the Rabbit is back.” A TV commercial was released with the new Rabbits playing around in a city, mimicking real rabbits. It also featured a modern limited edition version of the Harlequin Rabbit, which paid homage to the mk1 Harlequin Rabbits. The September issue of Playboy also featured the Rabbit, where Playboy model Holly Madison sported a tattoo of the Rabbit emblem on her rear.

The Fast

With the introduction of the new Rabbit also came the introduction of the mk5 GTI. Before the release of the newest GTI generation, VW sent out a survey to a few thousand select VW enthusiasts across America calling it “Project Fast”. The survey was claimed as a “scientific study” about what they believed a Fast was, including the color, size, and shape of the Fast. At the conclusion of the study, a message was sent out associating the Fast with the new mk5 GTI, featuring an aggressive, black, Rabbit like figure. Project Fast created much internet buzz all over the enthusiast world, beginning the mk5’s marketing campaign. For the 2006 Torino Olympics, the Fast figurine was placed all over the Olympic Village for athletes and supporters to rub the Fast to get a little extra fast. With the major sponsorship VW had with the Olympics, TV spots during the game had a slogan of, “Make Friends With Your Fast”. This was a segway to VW’s newest commercials featuring the Fast, the driver’s alter ego, prioritizing the driving experience over absolutely anything and anyone. The buzz to get a Fast was high, and the first 17,000 GTI’s sold came with the little figurine. Since they were becoming so popular and a must have icon, people began selling them on ebay for hundreds of dollars. The Fast is still associated with the GTI, currently even featured in my personal Twitter profile photo. Truly a modern phenomenon, that was created for and by VW enthusiasts. 

Unpimp Your Ride

The mk5 GTI had another amazing ad campaign featuring tuner culture. The GTI was released in 1984 as the original “hot hatch”, but over the years, consumers would take their own economy cars, and apply crazy body kits and tune them into ostentatious vehicles. VW released an ad campaign where German engineers would take a tuner’s car, and “umpimp” their ride. The umpimping process would be some form of destruction of their vehicle, to be replaced by a “pre-tuned” VW GTI. The commercial also would feature a hand sign that was shaped as a V and a W, which would later turn into a well known hand sign throughout the VW world, even to this day. 

Use The Force

The redesigned Passat was released in the Fall of 2011. This new Passat was to be geared for the American market - now built in America (Chattanooga, TN) and having a starting price around $20k. A new and big commercial had to be released to catch the attention of Americans for the new Passat, and what better way to feature it, than during VW’s Super Bowl commercial that year. The commercial of a little kid trying to use “the Force” around the house, and finally believing he had done it when his father uses the remote start for the Passat is heartwarming, and would make any Star Wars fan flip. The Passat was here - and ready to strike back. 

VW Engineers Get Their Wings

VW has always done a great job on Super Bowl ads, but this past year’s ad was probably one of my favorites. The ad featured a new Passat that had reached 100,000 miles, being driven by a father and daughter. The daughter didn’t believe this was a milestone, so the father tells her about how a VW engineer gets their wings every time a VW hits 100,000 miles. The results were hysterical, and it would feature the fact that our brand had the most vehicles out on the road with over 100,000 miles. This would launch a marketing campaign, featuring ads of VW’s hitting over 100k, and the joy it brought consumers. Also, it meant there were a whole lot of German engineers out there with “wingy thingies”. 

So those were a few of my favorite VW ad campaigns. What are yours? Share with us @stohlmanauto. Until next time!

Esther Cho

VW Product Specialist

@esther_ch5

Stohlman Automotive Family Congratulates Four New VW Master Technicians

In obtaining any level of certification or completion of an educational goal, the character of the person on that journey truly shines. Through motivation, perseverance and the right attitude, we believe that anyone can reach his or her goals, which is why we are so excited to congratulate four members of our “family” who have proven that hard work and dedication are, indeed, the keys to personal and professional growth.

John Kelleher, Norin An, Aaron Born and Luis Maldonado were recently designated as Volkswagen Master Technicians, the highest level of VW certification that can be obtained. This level of mastery requires hundreds of hours of study to become experts in all things Volkswagen. The hours spent in a classroom in order to fulfill the requirements of the VW Master Technician are spread out over an average of 12-15 years, proving the dedication, skill and proficiency of person who embarks on such a strenuous career path.

While we consider each of these men exemplary reasons to trust Stohlman Volkswagen with your vehicle, we cannot help but brag about their achievement and applaud them for a job well done. We believe in hard work and in providing the best VW service throughout Northern Virginia. Please join us in congratulating John, Norin, Aaron and Luis in achieving this top certification with Volkswagen, and commend them on accomplishing such an important career goal in their own lives. We could not be happier with our new VW Master Technicians, and we know all of Northern Virginia will benefit from our family of Volkswagen experts.


Stohlman VW Team
@stohlmanauto

March Madness at Stohlman VW!

March just happens to be my favorite month. Sports fans get to relish in March Madness, St. Patrick’s Day is on the 17th for those with Irish descent (and those who pretend to be Irish for one day), and of course the most important being my birthday on the 5th. All these events help make the month of March memorable, but Volkswagen’s decided to make March this year the most most memorable with all the crazy incentives and promotions being offered! Some of these deals are too good not to share, so here’s a few that I believe everyone should take advantage of to make this March the best yet.

TDI’s For All!

(Photo from vw.com)

We love diesel and truly believe in our products. And because we love our TDI’s so much, Volkswagen has decided to offer a huge offer special for those who want to be TDI lovers. Until March 31st, Volkswagen is offering a $1000 VW Fuel Reward Card* on 2013 and 2014 VW TDI models. Lets do some math to see how awesome this offer truly is. The average cost of diesel in the area right now is about $4 a gallon. The fuel tank for a Jetta TDI is 14.5 gallons. So hypothetically, lets say you drive every time to the point where your tank is practically empty, it would cost you $58 to fill up your tank. The EPA estimates that our Jetta TDI averages 30 mpg in the city and 42 mpg on the highway. Most of our owners tend to do better than what the EPA estimates, especially using these tips - http://thinkblue.volkswagen.com/en_US/fuel_saving_tips), but if we use the EPA combined average of around 36 (half city and half highway driver), you would be averaging just below 530 miles per fill up. That means a driver could drive at least 9,000 miles with the $1000 fuel card we’re offering before having to pay for diesel at the pump. You’re almost at your first oil change! And if that wasn’t enough, Volkswagen Credit is also offering 0.9% APR for 60 months for qualified buyers. That’s 5 years! 

(Over 70% of SportWagens sold in US are TDI's - Photo by E. Grady)

If this hasn’t already blown your mind, for those of you who need to take a little more off the purchase price to make the deal right, instead of receiving a $1000 Fuel Reward Card, the great folks at Stohlman informed me customers can choose to not receive a Fuel Reward Card, but a $1000 manufacturer incentive instead for 2013 and 2014 VW TDI models. This incentive can be combined with any other VWoA National Incentive and financing programs, with an exception of Conquest, Loyalty, Employee lease, and Fleet programs. So if the advertised price tag is what’s holding you back, might be worth talking to one of the VW sales guys to work out some numbers. Either way, if you’re looking at buying a TDI this month, you’ll be able to save at the pump or at the time of purchase. 

TDI’s Great and All BUT…..

If a TDI model doesn’t fit your lifestyle, we understand. Not everyone may be a road warrior, or may keep their car for a extended period of time. Although the resale value of TDI’s are higher than gas models, for those who have a daily commute of maybe 20 minutes, or a DCity slicker who utilizes the metro and only drives when needed, our gasoline options may be more up your alley. Those interested in a 2014 Jetta or Passat can get 0% APR** for 72 months and a $500* bonus for Jettas or $750* for Passat when financed and qualified through Volkswagen Credit. That’s 6 YEARS of NO INTEREST. That’s just bonkers! 

Hello VW Service Advisor? It’s Me, VW Owner.

BeGoodtoyourVW.com has some awesome coupons available if you’re in need of service this month. Examples include a $20 Mail-In Rebate on a Castrol Synthetic Oil Change, $124.95 or less for Front Brake Pad Replacement, or a Complimentary Check Engine Light Code Reading. That’s quite some savings! Of course we offer a 2 year/24,000 carefree maintenance program, so make sure to consult with one of the Stohlman service advisors before you begin extreme coupon-ing to see if any of the coupons apply to services you may need.

(Available at VW DriverGear)

Fresh Threads

After you get a new VW or service your beloved German dream machine, who wouldn’t want to represent Deutschland with some awesome VW DriverGear? DriverGear is offering some heavy discounts on some awesome merchandise including VW Branded apparel and accessories. And those who’ve never shopped with DriverGear before, you can register and receive 20% off your first order! What can be better than styling up while saving?

The deals at Stohlman Volkswagen right now are so crazy, you’d be mad not to partake. So join the March Madness, because there’s no time like the present.. Especially with the our first ever TDI Clean Diesel Event going on right now!

Tweet us @stohlmanauto. Until next time!


Esther Cho
VW Product Specialist
@esther_ch5


Disclaimers:

TDI offer: *This Prepaid MasterCard(r) Fuel Reward Card is issued by The Bancorp Bank pursuant to license by MasterCard International Incorporated. MasterCard is a registered trademark of MasterCard International Incorporated. The Bancorp Bank; Member FDIC. This Prepaid MasterCard(r) Fuel Reward Card may be used everywhere Debit MasterCard is accepted. Cannot be redeemed for cash. Fuel Reward Card offer good on purchase of new, unused 2014 Jetta TDI(r) Clean Diesel models. **APR offer good on new, unused 2014 Jetta TDI(r) Clean Diesel models purchased through 3/31/2014. Customers may forego the fuel card for $1,000 rebate toward cost of new car. Cannot be redeemed for cash. Example: At 0.9% APR, cost of financing for 60 months is $17.05 a month for every $1,000 financed. Available through Volkswagen Credit on approved credit. Down payment may be required

Jetta 0% offer: *APR offer good on new 2014 Volkswagen Jetta models. Excludes TDI(r) Clean Diesel and Hybrid models. Example: For 0.0% APR, monthly payment for every $1,000 you finance for 72 months is $13.89. APR offered to highly qualified customers on approved credit by Volkswagen Credit through participating dealers. No down payment required with approved credit. Not all customers will qualify for lowest rate. APR offer ends March 31, 2014. **Volkswagen Credit will give you a $500 Contract Bonus when you purchase a new, unused 2014 Volkswagen Jetta Sedan through participating dealers and finance the purchase through Volkswagen Credit by March 31, 2014. Offer available for retail customers only. Subject to credit approval. Not all customers will qualify for best rate.

Passat 0% offer: *APR offer good on new 2014 Volkswagen Passat models. Excludes TDI(r) Clean Diesel models. Example: For 0% APR, monthly payment for every $1,000 you finance for 72 months is $13.89. APR offered to highly qualified customers on approved credit by Volkswagen Credit through participating dealers. No down payment required with approved credit. Not all customers will qualify for lowest rate. APR offer ends March 31, 2014. **Volkswagen Credit will give you a $750 Customer Bonus when you purchase a new, unused 2014 Volkswagen Passat through participating dealers and finance the purchase through Volkswagen Credit from March 4, 2014 to March 31, 2014. Cannot be redeemed for cash. Offer available for retail customers only. Subject to credit approval. Not all customers will qualify for best rate.