VW adds to its lure with new PLUS marketing drive

Volkswagen Import, which issued the PLUS Spirit brand concept specifically tailored for China in June, said it has been maintaining a fast pace in bringing more of its authentic offerings to the country.

The PLUS Spirit aims to work with customers to enhance their quality of life and is making strong initial progress.

Executives of the company said the Golf R, Tiguan, Sharan Family Edition, the Beetle and others were all models that were hitting the market with cutting-edge technologies tailored for Chinese tastes and requirements.

On Aug 29, Volkswagen Import marketing executives, chief plus officers, car owners and nationwide media professionals attended the Volkswagen Import PLUS media night, where they discussed the new brand concept and the brand concept's lifestyle values.

At the event all the Volkswagen Import models were exhibited, including the new Sharan Family Edition, which was officially launched at the Chengdu Motor Show on Aug 31.

Marketing Director Henning Schindler said the Sharan Family Edition was a PLUS product in that it satisfies diversified customer needs with two special colors - Atlantic Blue and Crimson Red.

It also has the added convenience of an electric tailgate, along with a keyless entry and start system.

He said the additional PLUS value of the European import includes the benefits of a reduced import tariff and purchase tax.

Schindler added that the PLUS Spirit is a product of China's development and represents a new mainstream value.

"We are continuing to innovate and refine products, enrich our services, and design compelling brand experiences for our Chinese customers," he said.

"This is our motivation and brand spirit: to realize customers' ideals and take them to their destination."

Marketing executives said that the PLUS Spirit represents the pursuit of faith and self-confidence, the demand for courage, and the instinctive need for happiness.

Volkswagen Import executives said that the launch and promotion of the PLUS Spirit was the fruit of long and sincere conversations with Chinese customers, yielding valuable feedback from them.

In August this year, Volkswagen Import kicked off a PLUS tour for Chinese car owners in four European countries.

A total of nearly 100 select customers were invited to experience the continent's scenery, food, art and culture, and to savor the charms of the PLUS Spirit.

This month the Volkswagen Import said it will invite more select customers to join PLUS experience activities in eight cities in China including Beijing, Qingdao, Shanghai, creating more product experiences and great memories.

Executives said Volkswagen Import also attaches great importance to consumer demand within the services experience.

They said that nowadays customers want a long-term relationship with a mobility services provider.

Volkswagen Import said that it had innovated to build a complete PLUS life cycle customer management system - covering pre-sale, the car purchase, car ownership and car replacement - providing an "intimate service" as and when needed.

In the future, Volkswagen Import said it will start a customer rewards credit system called "i VW", keeping in touch with consumers online, based on big data analysis.

It added that through exclusive credit management, it will give users free product and service exchange, creating a higher value-added PLUS experience.

Volkswagen Import said through the brand concept it hoped to work closely with Chinese consumers and share their quality of life.

hanlu@chinadaily.com.cn

(China Daily 09/10/2018 page19)