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OOH, social media to drive Volkswagen Jetta’s marketing

18-August-2011
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OOH, social media to drive Volkswagen Jetta’s marketing

The first generation of the Volkswagen Jetta was launched in 1979. Now, the German auto major has rolled out the sixth generation Jetta. The new Jetta will be available in diesel variant in both automatic and manual transmissions starting at Rs 14.12 lakh, ex-showroom New Delhi. It will be available in four variants –Trendline, Comfortline and Highline manual and DSG gearbox.

Volkswagen is adopting a 360 degree marketing approach for the new Jetta which will have a strong focus on OOH and social media. A campaign created by DDB India is slated to break on August 29, 2011 with the tagline: ‘All new Jetta - you’ll do anything to drive it’.

According to Lutz Kothe, Lutz Kothe, Head of Marketing & PR, Volkswagen Passenger Cars, “There is no better way of publicity than word of mouth, hence social media is a very important platform for us. Other than this, what makes us different from the competition is that we are an upper premium brand which is best in every segment yet affordable. Our brand has a strong heritage. With a sleek new design and a very powerful engine, we aim to entice customers who love their cars to perform. We are confident that the all-new Jetta with its latest drive technologies will set standards in its segment.”

Speaking during the presentation of the all-new Jetta, Neeraj Garg, Member of Board and Director, Volkswagen Passenger Cars, Volkswagen Group Sales India Pvt Ltd, said, “We launched Passat in April and now it’s the turn of Jetta. This car had its debut in Europe and is now being launched in India. The Jetta has been a worldwide bestseller for Volkswagen, and with the sixth generation we are confident to continue this success story in an important market like India.”

He further said, “With the introduction of the all-new Jetta, our entire carline from Polo to Passat now offers the latest and the best to our customers, reiterating our commitment here in India. And the good news is that this new carline will be available for customers at an even better price than the outgoing Jetta.”

The Jetta nameplate is a reference to the Atlantic ‘jet stream’, reflecting the period in Volkswagen’s history when it named its vehicles after prominent winds. These also included the Volkswagen Passat (after the German word for trade wind), Volkswagen Bora (after bora), and Volkswagen Scirocco (after sirocco).

Volkswagen, the leading carmaker in Europe, sells its broad model range from the Fox to the Phaeton in more than 150 countries worldwide. In India, Volkswagen offers the luxurious Phaeton, Passat, Jetta, the new Beetle, the SUV Touareg, Polo and Vento.

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