VDub or VDumb? Volkswagen spices things up
Stephen Hughes
Issue date: 4/3/07 Section: Automotive
Until recently, I have applauded Volkswagen's effort to expose the tuner crowd for their ridiculousness. VW's "UnPimp the auto" campaign depicts the frivolity of the tuner fad and attempts to sway the target buyer by focusing on the simplicity that has come to define the GTI. I say until recently because it has only been a month or so since I saw what I believed to be a hypocritical product strategy by VW. This article questions whether strategy and product are complementary at Volkswagen and asks the question, does VW need to unpimp the Fahrenheit GTI and import the GTI 30 edition?
The "UnPimp the auto" ad campaign for the Volkswagen GTI has been controversially received, but irrespective of its perceived success, has made an impact. The ads have generated a buzz for the vehicle and have been viewed widely on the web. For proof of their popularity, I looked at Youtube and found that one of the commercials from the series is the third most viewed clip of all time in the Autos & Vehicles category with over 2.9 million views to date.
The series of ads, three in all, poke fun at the tuner crowd and are designed to show how the GTI is a product of engineering and essentially the better alternative. The commercials have two characters that, in their own words, are "representing Deutschland" and "holding it down on the engineering tip." The commercials follow a similar theme; the main characters mockingly introduce a non-descript, un-cool owner and his tricked out car directly to the audience, then the two characters unapologetically destroy the owner's vehicle and introduce the GTI. The pimped out vehicles featured in the commercials are all hatchbacks, have non-traditional loud color schemes, and are fitted with superficial accessories. Also, to further the divide between the vehicles and increase the idea of the engineering simplicity of VW, the commercials are set in a stoic white lab, with the main characters dressed in white lab coats, and feature a white GTI.
The "UnPimp the auto" ad campaign for the Volkswagen GTI has been controversially received, but irrespective of its perceived success, has made an impact. The ads have generated a buzz for the vehicle and have been viewed widely on the web. For proof of their popularity, I looked at Youtube and found that one of the commercials from the series is the third most viewed clip of all time in the Autos & Vehicles category with over 2.9 million views to date.
The series of ads, three in all, poke fun at the tuner crowd and are designed to show how the GTI is a product of engineering and essentially the better alternative. The commercials have two characters that, in their own words, are "representing Deutschland" and "holding it down on the engineering tip." The commercials follow a similar theme; the main characters mockingly introduce a non-descript, un-cool owner and his tricked out car directly to the audience, then the two characters unapologetically destroy the owner's vehicle and introduce the GTI. The pimped out vehicles featured in the commercials are all hatchbacks, have non-traditional loud color schemes, and are fitted with superficial accessories. Also, to further the divide between the vehicles and increase the idea of the engineering simplicity of VW, the commercials are set in a stoic white lab, with the main characters dressed in white lab coats, and feature a white GTI.
Viewing Comments 1 - 3 of 3
William Cervini
posted 4/04/07 @ 11:44 PM EST
VW has been VDumb for years now. It is a wonder they have managed to survive in the US so long.
I owned more than 20 new VWs since the late 1960s. Now I wouldn't come within 10 feet of that junk. (Continued…)
Julius Samonte
posted 5/03/07 @ 7:22 PM EST
I really enjoyed reading this article.
I must say, the tuner side of the VW world really pushes the envelope of being original. VW tuners influence a large part of the aftermarket for import tuners. (Continued…)
Volkswagen Parts
posted 11/18/08 @ 8:10 AM EST
Well perhaps you are right about those adds but as far as I am concerned they won't change my perception for Volkswagen. My first car was a Volkswagen and you know what they say: you never forget your first car. (Continued…)
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