$20m spent to launch the Golf
IT COST Volkswagen about $20 million to present its new Golf to the world’s media. That’s a huge outlay for what amounts to a coming-out party, but a tiny drop considering what it would cost to get such instant impact through a global advertising campaign.
And the car called Golf 6 is important to Volkswagen. It is the company’s biggest seller, its core car, and one that must generate profits to fuel the rest of the range.
The extraordinary effort for the new Golf came from the decision to base the press preview in Reykjavik. It meant shipping tonnes of equipment, dozens of cars, more than 100 support staff and more than 1300 journalists to Iceland.
But Volkswagen did much more. It built a giant presentation hall on the slopes of a dormant volcano in Iceland’s favourite winter ski field.
But even Germany’s biggest carmaker and the global No.3 in 2008 after overtaking Ford last month could not control the weather. And so Australia’s journalists had to battle rain, blustery winds and wet roads to get an early impression of Golf 6.
Thankfully there were no eruptions, though Iceland did turn on several tremors as a reminder of the immense forces at work beneath the volcanic island.
Show and tell: VW built a hall on the slopes of a dormant volcano.