Viva Lavida

While some automakers and their dealers sometimes forget about their customers as soon as they drive away in their newly bought vehicles, Volkswagen Philippines has made bonding with buyers for life its main marketing aim.

This weekend’s 6th anniversary celebration held at the Trinoma Activity Center in Quezon City is just one of the company’s many initiatives to cement the loyalty of its customers.

“We know you normally spend your weekends with the people you care for the most, your family. That is why we at Volkswagen Philippines chose to celebrate the month of our 6th anniversary with you and your families here at the Trinoma. Our valued Volkswagen owners are growing. Since 2013, we already have around 6,000 Volkswagen customers. Our birthday wish, therefore, is for our community and ‘family’ to increase. For every client driving out of our dealers with his or her new Volkswagen car, that wish is being granted,” said Volkswagen Philippines president Felipe Estrella.

Indeed, Volkswagen wanted to become the top-of-mind in the increasingly crowded automotive market in the Philippines.

Center stage

Of the eight vehicles on display at the Activity Center—four units of accessorized Santana sub-compact sedan, Santana GTS hatchback, and three variants of the Lavida compact sedan—taking center stage are the Philippine exclusives, the Lavida Club Edition and the Lavida Club Edition+.

“To reflect more of its owner’s drive and passion, the Lavida Club Edition and Club Edition+ packages have been specially developed. These accessories include the distinctive Club Edition decals, body kits, bigger and sportier rims and wheels, and a touchscreen audio package with a Kicker speaker system—all for just an additional P129,000 for the Club Edition and P179,000 for the Club Edition+ to go on top of the already amazing P1.171 million retail price of the Lavida,” shared Estrella.

These variants of Lavida are all powered by a 1.4-liter, turbocharged stratified injection (TSI) with BlueMotion engine that is mated to a 7-speed DSG transmission.

“The Lavida produces numbers remarkable for its category: 128 maximum horsepower and 225Nm of torque. This sedan is equipped with climatronic air-conditioning, cruise control, push/start stop, leather seats and a sunroof. As they say, with great power comes even greater responsibility. For the Lavida and its owners, that accountability rests in keeping all occupants safe and sound. That’s why the Lavida comes with a slew of safety features, for young and old alike—electronic stabilization program, hill hold control, front and rear park distance control, tire pressure monitors, front and side airbags, and ISOFIX, which is the international standard for attachment points for child safety seats in passenger cars,” said Estrella.

Moreover, he added that as an anniversary treat Volkswagen Philippines has put together some great deals including cash discounts for the Lavida (less P85,000), Santana MPI MT (less P30,000) and Santana MPI AT S and SE (less P10,000), to go on top of the free Periodic Maintenance Services (PMS) for the first three years for these three models.

Estrella (left) is joined by Volkswagen Philippines Chief Operating Advisor Klaus Schadewald in presenting the Club Edition+ variant of the Lavida compact sedan

Which vehicle?

To help one decide on which vehicle to purchase, Estrella announced that there are public test drives available just outside the mall.

And since this is a family affair, he added that children 9 years old and above can participate in the event’s award-winning Volkswagen Child Safety Initiative campaign with the Steps to Safety module that addresses pedestrian safety with kids and their parents (located at the Activity Center).

After which, the kids play a 7-level virtual reality (VR) game that simulates walking through a busy road network, and requires players to use pedestrian crossings, overpasses and follow road signs. Kids who pass all 7 levels get their Volkswagen safety badge.

“Also, our official mascot ‘Wolfi’ is here to greet everyone, and we have special gifts for those who will purchase onsite, reserve their Volkswagen cars, or participate in the activities. For us at Volkswagen Philippines, it has always been about getting the family involved in experiencing the motoring lifestyle and experience that only Volkswagen cars can offer. Volkswagen Philippines may have been back in the country for just six years, but the global history and heritage of the Volkswagen brand has been around for many generations,” he said.

This mall tour of Volkswagen Philippines is just part of its aggressive push to reach out to more Filipinos, which includes strengthening its nationwide dealership network.

Last Aug. 16, it inaugurated its Volkswagen Santa Rosa dealership in Laguna province, its 8th overall and its first in the southern Luzon region. Volkswagen Cagayan de Oro will soon be opened—its first dealership in Mindanao.

At present, Volkswagen Philippines has eight strategically located dealerships across the Luzon and Visayas regions: Volkswagen BGC at 938 28th Street City Center, Bonifacio Global City, Taguig City; Volkswagen Quezon Avenue at 1229 Quezon Avenue, Quezon City; Volkswagen Pampanga at McArthur Highway, Dolores, City of San Fernando, Pampanga; Volkswagen Alabang at Madrigal Business Park, Alabang-Zapote Road; Volkswagen Santa Rosa along the Santa Rosa-Tagaytay Road in Laguna; Volkswagen Cebu at A. Soriano Avenue, North Reclamation Area, Cebu City; Volkswagen Iloilo (Taft North, Mandurriao, Iloilo City), and Volkswagen Bacolod (along Araneta Street, Singcang, Bacolod City).

For more information about Volkswagen Philippines and its lineup of vehicles, log on to www.volkswagen.com.ph.