Seasonal campaigns - Volkswagen Zubehör

Ready for yourholiday – withGENUINEaccessories.22013 summer campaign / For internal use only.

straightforward and successoriented:communicationand showroom materialsfor your accessories andlifestyle summer campaign.04attention-grabbing andattractive: your displayspace for original accessoriesand lifestyle items.12appealing and promotional:extra giveaways, specialoffers for clever combinationsand collaborations withregional partners.20emotional and inviting:individual events with loadsof fun and entertainmentprovided by and at thedealership.24everything at a glance andready to go. that’s how it’sdone. this turns accessoriesand lifestyle items intobestsellers.282013 summer campaign / For internal use only. 3

CommunicationAll inclusive:the campaign.Discover materials and methods for presenting Volkswagen Accessoriesand the Lifestyle Collection to perfection. Kick off the 2013 summercampaign optimally prepared. For your customers, for the success ofyour dealership.2013 summer campaign / For internal use only. 5

lifestyle on the go. the new golf as the primary motif of an appealing holiday world. Forexample, the lifestyle collection can be advertised in the information section of these motiftemplates: with the three-piece suitcase set in anthracite.transporting mobility. with the volkswagen on holiday, with the volkswagen bicycle on thebeach. this series of communication materials focuses on the volkswagen bicycle carrier fortwo bikes accessory in the information section.2013 summer campaign / For internal use only. 7

illboards.Huge, striking and attention-grabbing: large-scaleposters are customer magnets.flyers.Brief, straightforward and succinct: the flyercommunicates lots of information aboutaccessories and a selected range of products.communication materials.It’s all there and it’s all good. Our suggestions and/or the communication materials individualised by you for the 2013 summercampaign are the ideal tools for starting or intensifying a dialogue with your customers outside of your dealership.8 2013 summer campaign / For internal use only.

OPen Space for ideas:the showroom.The showroom is the perfect place to get your customers on board and into theholiday mood. After all, Volkswagen Accessories and the Lifestyle Collection arethe ideal companions for freedom and adventure on the go. Perfectly introducedand showcased in your dealership.

Pack the swimsuit. And the bike.And the surfboard. And, and, and.Volkswagen represents high quality and timeless design. And customers can expect the same from the extensive range of Volkswagen Genuine Accessoriesand the Lifestyle Collection at your dealership – clever ideas and practical solutions in the form of Volkswagen Accessories from Dreieich, Germany.InfotainmentUpdates and entertainment.Ideal connections and interfacesfor on the go.LifestyleComfort on the go.Convenience in understated design andVolkswagen quality.Comfort and protectionPractical equipment.Comfort meets exceptional practicalityand high quality.

transporteverything you need.On top, at the back and inside. Original accessoriesjust about make the journey the destination.For detailed information about lifestyle andaccessories, visit www.volkswagen-accessories.comKayak holderBase support and load barsBicycle carrierfor the tailgateRoof boxesBicycle carrierBicycle carrierfor the tow bartow bar

sale on the beach.The full collection in a nutshell. Your dealership’s showroom is the ideal space forcommunicating holiday fun. With just two or three good ideas, you can transformyour Volkswagen Genuine Accessories display space into a snapshot of holiday fun.And thus a great place to make sales!The beach chair as a symbol of a seaside holiday. Andwhen the destination is the mountains, rustic benchesand tables like those found in a mountain cabin.

What goes where? We will presentour placement recommendations onthe following pages.The vehicle itself is the ideal presenter ofVolkswagen Genuine Accessories and theLifestyle Collection.2013 summer campaign / For internal use only. 17

Shop dummies. Display case. Central gondola.Item18 2013 summer campaign / For internal use only.Item numberOur recommendations:Bust with stand 1 SH 50.20.3.2R Short jacket, women, black5K3.084.012.*.XZ1R Functional shirt, women, off-white5K3.084.213.*.RU81Available for the new modular concept from your Preferred partner.2X = mobile phone-specific index.* Respective size index.ItemItem numberOur recommendations:Display case with plug for textile presenter 1 SH 180.60.4.1Adapter for multimedia plug, media IN ...… for mini USB… for USB… for iPod… for 3.5 mm connector… for iPod, media IN + RCD 310/510,RNS310/315/510Bluetooth ® hands-free kit,Touch Phone Music kitDVD-ROM for navigation system …… for RNS 510/810, CY western Europe (V9)… for RNS 510/810, CY eastern Europe (V9)… for RNS 510, AGCC (V6)SD card for radio navigation system …… for RNS 315, AZ western Europe (V4)… for RNS 315, AZ eastern Europe (V4)… for RNS 315, AZ South America (V4)… for RNS 315, AZ Turkey (V4)SD memory card, FX Europe (V5), RNS 310Mobile phone adapter for cars withmobile phone capabilities ex factory000.051.446.A000.051.446.B000.051.446.C000.051.446.D000.051.446.L000.051.473.C1T0.051.859.AB1T0.051.859.AC7L6.051.859.T3AA.051.866.A3AA.051.866.J3AA.051.866.K3AA.051.866.L3C8.051.884.BS3C0.051.435.X 2Carbon-look interior mirror 000.072.548. .Z57Valve cap with Volkswagen logo ...… for rubber/metal valves… for aluminium valves000.071.215000.071.215.AItemItem numberOur recommendations:Central gondola (here from the front) 1 SH 120.85.7.1Shelf for central gondola 1 SH 120.40.0.1Boot sill film, transparent3AF.061.197.ADoor sill film, transparent3AA.071.310Premium textile floor mats, black,set = 4 pieces3AB.061.270. .WGKPremium textile floor mat, back, black3C0.061.276.PA.WGKTow rope for up to 2,500 kg 000.093.014Safety kit with Genuine Accessories breakdownand emergency set in fabric bag withVolkswagen logo000.093.059.ASafety kit with standard break-down set,1 warningtriangle and 1 high-visibility vest in fabric bag 000.093.059.BGlass hammer with seat belt knife000.099.160.AFirst-aid kit, DIN 13 164 000.093.113First-aid bag for the boot 000.093.114First-aid bag for centre armrest,Comfortline, Highline, Sportline3C0.093.108First-aid bag for centre armrest, Trendline 3C0.093.109Warning triangle, foldable1Y0.093.055High-visibility vest, fluorescent yellow000.093.056.EChild seat, 9 to 18 kg, G1 ISOFIX DUO plus toptether, new design5G0.019.909.A

Optionsand alternatives:Central gondola.Vehicle.ItemItem numberOur recommendations:Central gondola (here from the back) 1 SH 120.85.7.1Shelf for central gondola 1 SH 120.40.0.1Classic T-shirt, men, Karmann, cloud white 1J0.084.200.*.54WClassic polo shirt, women, dark blue1K9.084.240.* .HDMClassic polo shirt, men, dark blue1K4.084.200.*.HDMClassic silk scarf, colourful000.084.330.D .VCDClassic silk scarf, yellow/brown 000.084.330.D .049Classic cap, Karmann, cloud white, one size 000.084.300.J .54WChildren’s/small children’s T-shirt, Beetle, green 1K0.084.220.*.2W6R Short jacket, women, black5K3.084.012.*.XZ1R Functional shirt, women, off-white5K3.084.213.*.RU8Beetle leather jacket, women5C0.084.012.*.274Beetle shoulder bag5C0.087.319.FQCGolf polo shirt, men, mottled grey5G0.084.230.*.278Golf polo shirt, men, Pacific blue5G0.084.230.*.D5EGolf polo shirt, women, mottled grey5G0.084.240.*.278Golf polo shirt, women, Pacific blue5G0.084.240.*.D5E1Available for the new module concept from your preferred partner.* Please consult size index.ItemItem numberOur recommendations:Complete summer wheel, 18", Milagro 3AA.073.148. .88ZTail silencer trim, 2 × 76 mm3C8.071.910Door sill trim, stainless steel with car lettering 3AE.071.303Rear protective strip, chrome look3AF.071.360Boot sill trim, stainless-steel look3AF.061.195Pedal caps for manual gearbox, left-hand drive 1K1 064 200 ACargonizer spare wheel well, not for 4Motion 3C0.061.200Reversible boot mat, colour: soul3C9.061.210. .VV2Partition grille, tubular frame,black wire meshClothes hanger, chromeSupplementary interior mirror,suction cup mountingPremium textile floor mats, black,set = 4 pieces3C9.017.22100V.061.127000.072.549.A3AB.061.270. .WGKSunblind set forrear and rear side windows3AF.064.365Sunblind set for side windowsand back door windows (right and left)3C9.064.363Thermos box, 12/230 V, cooling/warming,battery discharge protection, energy label A 000.065.400.DChild seat, 9 to 18 kg, G1 ISOFIX DUO plus toptether, new design5G0.019.909.AUnderlay for child seat system, seat protector 000.019.819Clean Solution waste bag 000.061.107ItemItem numberOur recommendations:Bicycle carrier6Q0.071.128.ALoad bars, silver-coloured, T-slot profile 3C9.071.151. .66629" mountain bike, blue, frame height 52 cm 000 050 230 Q 04129" mountain bike, blue, frame height 56 cm 000 050 230 R 041ItemItem numberOptions and alternatives:Urban loader roof boxes, 300 to 500 l,silver and black000.071.200.B .JKAOriginal accessories roof box 000.071.200. .*Bicycle carrier ...… for the tow bar, foldable, 2 bikes… for the tow bar, foldable, 3 bikesHydraulic bicycle lift, T-slotSurfboard holder, for 1 surfboard, max. 2 mastsKayak holder for 1 kayakLuggage net, nylonRear mudflaps, blackFront mudflaps, blackDoor wind deflector, frontDoor wind deflector, rear3C0 071 105 B3C0 071 105 C4D0.071.128.D000.071.120.HA1K0.071.127.A3C9.065.1103AA.075.1013C0.075.1113AB.072.193. .HU33AF.072.194. .HU3Highlight surface:complete summer wheel, 17", Newport 3AA.073.147.A .8Z82013 summer campaign / For internal use only. 19

Just as alluringas a summer holiday:sales promotion.Volkswagen Genuine Accessories and the Lifestyle Collection: lots of good ideas, lotsof appealing offers. Be clever and persuasive by combining these with incentivegiveaways for kids, combined offers including holiday-friendly discounts – andcollaborations with attractive regional partners. Lots of options. For lots of success!

add-on idea:special offers plus bonus.when a customer purchases a more expensive item, give them a smaller item withemotional value. that can be something for children such as a fun toy for the beach.it’s a simple idea with a big effect that increases the incentive to buy.sales promotion fora holiday mood.ted turbofreewith purchase!Take advantage of the giveaway effect of attractive offers: combine theexceptional quality and design of the accessories and lifestyle items withfree giveaways and discount theme packs. And benefit from your regionalsynergies.22 2013 summer campaign / For internal use only.

Combinations idea:special offer theme packs.partner bonus idea:regional collaborations.why not connect something good with something good? when customers are having adifficult time choosing between individual accessories and/or lifestyle items, offer a packagediscount to encourage them to purchase several items. the package should ideally have atheme such as practical, convenient volkswagen accessories for a great holiday.allow your customers to benefit from your good regional relationships. attractivevolkswagen Genuine accessories in conjunction with an attractive discount at acollaboration partner’s business means attractive benefits for all involved. how abouta promotion in collaboration with a health club near you?health clubsample fitness20 %savings€ 60savings

With kit, caboodleand accessories:the events.The 2013 holiday mood generator: summer parties – withmanageable costs and huge a effect. Bring out the sand andcreate a beach party before the beach party. Aloha!

Beyond inspection idea:Check with entertainment.Boost the appeal of your high-quality offers with an entertaining event that will be fun foryour customers’ kids, too. Announced in the media, a junior Beetle race in conjunction witha summer tune-up could bring the whole family together at the dealership.Event ideas Foryou, at your Store.Due to the success you can expect, planning and hosting an entertaining event atyour dealership is always worthwhile. The casual conversation and the event itselfcreate a unique relationship with the customer.26 2013 summer campaign / For internal use only.

community idea:convertible Dreams.Local heroes idea:the dealership as a stage.Over the decades, lots of fan clubs have emerged for a number of Volkswagen models –first and foremost the Golf, of course, and not least the Beetle. So this represents a greatopportunity to turn your dealership into a meeting point. From the historical convertibleBeetle to the new Golf, including spectators, fans and customers alike.Parents and grandparents are familiar with the situation: a child’s first play, sports match ormusical performance is always an exciting event that no one in the family wants to miss. Thisis an excellent opportunity for your dealership, as providing a stage for talented individualsbig and small allows you to highlight accessories and lifestyle items as well. A win-winsituation for all involved.2013 summer campaign / For internal use only. 27

Everything you need:let’s get going!Now you hold all the cards. Successfully implement the numerous good ideasin your dealership, in the media – and for your customers. In this way, we canwork together to ensure that the campaign is a success. But your individualdedication and wealth of ideas also play a key role.

data inthe mdc@1. 2. 3.under www.vwz-media.de select the template packagefor the summer campaign (login > showroom advertising >seasonal).select a predefined template, which only needs to bepersonalised by you. or you can develop your owncampaign yourself with a vehicle picture and an offer.take an active approach to communication – in your localdaily newspaper, in the showroom, online, etc. with thetemplate package, you have the full range of options.→In the Volkswagen Accessories Media Data Centre, you haveaccess to everything you need to professionally implementthe summer campaign.→Working with your advertising agency, you can quickly andconveniently create ads, posters, displays, mailings andflyers.→ Communication will considerably strengthen your specialoffer promotions, events and collaborations. Take advantageof the opportunities – you simply have everything to hand.30 2013 summer campaign / For internal use only.

Got everything you need?Make a simple check.Take your time going through the individual points and determine if your dealership cantake full advantage of all the opportunities. Have fun and good luck!Selection of the presented accessories and lifestyle products .............................................................................................................................................................................................................................Communicate product highlights and key sales details in the team ..................................................................................................................................................................................................................Discuss and plan the marketing promotion ............................................................................................................................................................................................................................................................Train the sales team ....................................................................................................................................................................................................................................................................................................Select, verify and if necessary update the addresses of existing customers .....................................................................................................................................................................................................Have your advertising agency create individual showroom and communication materials .........................................................................................................................................................................Send out target group letters, mailshots, acquisition leaflets ...............................................................................................................................................................................................................................Ad placement ..............................................................................................................................................................................................................................................................................................................Presentation of the accessory summer in the promotion space ..........................................................................................................................................................................................................................2013 summer campaign / For internal use only. 31

Volkswagen Zubehör GmbHDreieich, Germanywww.volkswagen-accessories.comErrors and omissions excepted.May 2013.