VW Takes Marketing U-Turn

Great buzz isn't enough -- just ask Volkswagen. Recognizing that its envelope-pushing marketing has done wonders to boost chatter but Unhappy with the sale results of its 'Get to Know Your Fast' and 'Safety Happens' campaigns, Volkswagen is going back to the drawing board for a new marketing strategy.

Volkswagen of America is taking a U-turn. It's jettisoned Director-Brand Innovation Kerri Martin, who rattled its image with campaigns such as "Get to Know Your Fast" and "Unpimp Mein Ride," and is seeking a return to an umbrella theme like its abandoned but much-loved "Drivers Wanted."


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chewy - 1/15/2007 2:50:53 PM

+1 Boost

Those were some good ads for 2006. I am sure the 2007 ads will be good as well even if they will be less edgy.

gregsfc - 1/21/2007 7:59:55 AM

+1 Boost

VW can't sell that many cars no matter how much they succeed in advertising. The don't have enough infrastructure.

I own a VW but there are very few in my town. This is because the closest dealer is 80 miles away. Most people won't buy when there is not a branded dealer in their town or, at least, their area. In fact, there are only ten VW dealers in the state of Tennessee; only two in Mississippi.