$20m spent to launch the Golf

Herald Sun - Motoring - - Carsguide -

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.

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