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Tuesday, June 07, 2011

Das Auto… A Brand Attitude of Good Clean Fun.

Written by  Duane Bailey

I recently became a fan of Das Auto, a phrase Volkswagen aptly uses to describe the attitude of its brand. Das Auto is all those little things that go into making a Volkswagen. In its English language translation, it simply means the car. For me, Das Auto is more than just a car. It's a Volkswagen Jetta and the good clean fun it delivers.

The Insurance Institute for Highway Safety rated the 2011 Jetta as a”Top Safety Pick”, with good performance in front, side, rollover, and rear crash tests. That means I can sleep better on those nights when one of my family members is out with the car. And that's a good thing for any parent of a teen-age driver.

My Jetta includes a turbocharged clean diesel engine. An impressive fuel consumption rate of 42 miles per gallon on the highway and a 90% reduction in emissions from earlier diesel engines make this car good for my wallet...and the planet. I can feel good while driving, knowing that in some small way I am doing my part for cleaner air.

And did I mention it’s fun to drive? With its low profile and six-speed manual transmission, it reminds me of the NASCAR driving experience I had a few years ago, particularly when I’m accelerating on the straight open road.


Good. Clean. Fun. Brand with an attitude. That’s how I perceive Volkswagen. How do your customers perceive your brand?

To read more unforgettable stories about cars and branding, please see:
• Building Brand Loyalty One Generation at a Time
• Maximum Fun Meets Minimal Impact
• Chrysler TV Commercials Are a Winner

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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