Go Diesel Go
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Transcript of Go Diesel Go
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THE ONLY TWO-TIME “AUTOMOBILE OF THE YEAR.”
-AUTOMAGAZINE
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AND YOU WON’T BELIEVE WHAT IT CAN DO
CLEAN DIESEL TECHNOLOGY IS HERE
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3 YR/36000
MILECARE FREE MAINTENC
E
$850 TAX REFUND
600 MILES=1 TANK
1 of the top 5 Green Cars
Of 2010
2010GOLF TDI
+27 MILLONSOLD
WORLD’S 3RD BEST SELLING
CAR
30CITYMPG
CLEAN DIESELENGINE
95% FEWER
EMISSIONS
41 HWY MPG
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TEST DRIVE
SPORTS CAR?
EXTENSIVE TECHNOLOGY
SUPRISINGLY SPACIOUS
FUN. FUN. FUN.
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OUR DRIVERAGE: 20’S – MID 30’S
LIKES: HILARIOUS YOUTUBE VIDEOS, LOUD CONCERTS, WEEKEND ADVENTURES, GREAT DEALS, PRETTY THINGS, FACEBOOK (GUILTY!)
DISLIKES: WASTEFULNESS, UGLY THINGS, BORING PEOPLE, FAST FOOD, COUNTRY MUSIC, CUBICLES.
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INDUSTRY ANALYSISCOMPANIES PRESSURED TO MAKE THE RIGHT DECISION
EMISSION LEVEL: THREAT?
CUSTOMER LOYALTY DECREASE
ARE YOU GREEN YET?
ECONOMY DOWN. COMPETITION UP.
“VW GREENS UP ITS OFFICES”
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CUSTOMER FEEDBACK
IT MAKES MY COMUTE
ENJOYABLE, AND AFFORDABLE.
A PERFECT FIT.
AMAZING FUEL EFFICENY, WITHOUT
SACRIFICING QUAILTY, DESIGN, OR COMFORT.
PUTS MY BOYFRIEND’S
HONDA CIVIC TO SHAME.
SHANNON MATTHEWS, 25
BROOKE PROVOST, 30
HILLARY COLLINS, 22SARA RIELY , 32
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EXPERT OPINIONS
CAR AND DRIVER.COM
“YOU BET WE LOVE DIESELS. THEY ARE CLEAN, HAVE GOBS OF GROUND POUNDING TORQUE, AND GET FUEL MILEAGE THAT SHAMES PRETTY MUCH ANY COMPARABLY SIZE GAS-FIRED ENGINE.”
“VW RECOGNIZES THAT YOU CAN ENJOY THE THRILL OF DRIVING WHILE STILL CONSERVING FUEL AND REDUCING YOUR CARBON FOOTPRINT.”
“DIESEL: CLEANER AND SET TO MAKE A COMBACK.”
AUTOBLOG.COM
EDMUNDS.COM
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COMPETITORS
HONDA CIVIC MAZDA 3 TOYOTA PRIUS
INTERIOR MILAGE
MINIMAL SPACEUNCOMFORTABLENOT ECO FRIENDLY
DRIVES LIKE A REAL CARHIGH QUALITY FEEL
LOW FUEL ECONOMYWHAT WARRANTY? DESIGN FLAW
FUEL ECONOMYSPACIOUS SMALL CAR
ARTIFICAL STEERING FEELOVERPRICEDDESIGN FLAW
$22,197-$28,00049 MPG*
$15,438-$23,050 24 MPG*
$16,138-25,56030 MPG*
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RADIO SCRIPT
“ONE MORE REASON TO BUY A VW TDI CLEAN DIESEL VEHICLE: A TAX CREDIT OF UP TO $850.
TDI VEHICLES WILL ALWAYS BE HIGH-PERFORMANCE, FUEL EFFIECENT, AND
ENVIRONMENTLY CONSCIOUS. BUT THE WINDOW FOR YOUR DISCOUNT IS QUICKLY CLOSING! COME
IN FOR A TEST DRIVE AT YOUR LOCAL VW DEALERSHIP AND FALL IN LOVE WITH
TDI TECHNOLOGY.”
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TV STORYBOARD
THEME:
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THE ALL NEW GOLF TDI
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GO DIESEL GO.
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LOGO
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GO DIESEL GO.
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UNEXPECTED.
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THEADS
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WHAT HYPE?
MORE ENERGY WASTED IN PRODUCTION OF HYBRIDSPRICEYTOXIC BATTERY DESIGNSOLD NEWS: SALES DOWN 10%
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WHY TDI?
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DAS AUTO.