VW Creates Buzz Before EV Launch
Volkswagen AG is seeking to create buzz months before deliveries start for its first ID. electric car, following the footsteps of Tesla Inc.鈥檚 Elon Musk, whose promotion of the Model 3 generated reservation lines around the block.
While the world鈥檚 biggest carmaker lacks the marketing acumen of Tesla鈥檚 CEO鈥 who mainly markets through his Twitter feed 鈥 VW has scale and will spend tens of millions of euros on a campaign advertising the start of prebookings this month, according to a statement May 2. The ID. hatchback is priced similar to a Golf diesel. VW says it鈥檒l be less than 30,000 euros won鈥檛 enter showrooms until next year.
The campaign will introduce a website called the ID. Hub that will offer advice on electric car ownership. In 2016, when Tesla opened preorders for the Model 3, reservations quickly rose to top a quarter-million, later leading to production bottlenecks. The arrival of Volkswagen鈥檚 lower-priced electric car also signals the growing competition Tesla is set to face after starting deliveries of the Model 3 last year.
鈥淥ur campaign kicks off a great deal earlier than normal and won鈥檛 just cover the product,鈥 VW brand marketing head Jochen Sengpiehl said May 2 in the statement. 鈥淰olkswagen is making electric vehicles available to the masses.鈥
VW will take over more than half of advertising space in Berlin, with the main part of the campaign debuting May 25, the day of the DFB soccer cup final. FC Bayern Munich AG, where Volkswagen brand Audi is a stakeholder, is playing RB Leipzig.
鈥淔or the fundamental transformation of Volkswagen towards e-mobility that we are currently accomplishing, we need an entirely new marketing approach,鈥 Sengpiehl said.
