Volkswagen Reels in the College Market
14 March 2000
Volkswagen Reels in the College Market Automaker Expands Innovative Program to Entertain and Educate College StudentsAUBURN HILLS, Mich., March 14 Volkswagen of America, Inc. has hit the road for the second consecutive year with their marketing initiative involving college students. Named the "Major Motion Picture Show," this program is designed to connect the Volkswagen brand with college students and convey the benefits of Volkswagen's Certified Pre-Owned vehicle program. The "Major Motion Picture Show" is a touring mobile movie theatre and entertainment festival slated to visit sixteen U.S. colleges and one Canadian college throughout the spring. Students will have the opportunity to attend the festival and view a movie with free food and soft drinks and pick up Volkswagen-branded merchandise. Local Volkswagen representatives will also be on hand to answer questions about the Volkswagen brand, vehicles and services. They will explain how Volkswagen cars can be accessible to those on a college budget through the purchase of a Volkswagen Certified Pre-Owned vehicle. The Volkswagen web site showcasing the New Beetle 1.8 T, turbonium.com, is featured on computer terminals, granting students the opportunity to surf the site. "We see this program as an opportunity to connect the brand to a very important consumer," said Heidi Korte, manager of Volkswagen Promotions. "Many students are purchasing their first cars, and the Volkswagen Certified Pre-Owned vehicle gives them just what they're looking for-affordability, quality and the ever-important 'cool factor.'" Volkswagen Certified Pre-Owned vehicles are low in mileage and in excellent condition. To qualify as a Volkswagen Certified Pre-Owned vehicle, each must pass a 112-point certification inspection administered by a qualified Volkswagen technician. Each car is backed by a two-year or 24,000 mile warranty, whichever comes first. Volkswagen partners, Trek and K2, will also be on-site to enhance the mini-festival atmosphere. Trek's mobile cycling unit, with 20 bikes, will offer demo rides, and K2 will be on location with their demo van featuring K2 skates, skis and snowboards. The "Major Motion Picture Show" is scheduled to target colleges in the following markets: Atlanta, Boston, Chicago, Dallas, Denver, Detroit, Hartford, Los Angeles, Minneapolis, New York, Philadelphia, Phoenix, Providence, San Francisco, Tallahassee, Toronto, and Washington, D.C. The tour runs from late February through early May. Founded in 1955, Volkswagen of America, Inc., is headquartered in Auburn Hills, Mich., and is a wholly owned subsidiary of Volkswagen AG. It markets a full line of Volkswagen vehicles through a network of over 700 dealers in the United States and Canada.