The VW Rabbit Again Takes Its Place in the Marketplace

This product-oriented ad for the 2007 Volkswagen Rabbit harkens back to ads of VW’s past to sell freshly produced automobiles.

The strategy of this ad is to reintroduce the VW Rabbit. They let people know that there are many features “stuffed” into this automobile that is priced “for the people at $14,990.”

Because of the approach this ad takes, it fits into two of the subcategories: Product feature and Unique selling proposition. Purchasing one is a rational decision for someone looking to buy a car. Additionally, they say “You should buy a Volkswagen Rabbit because it’s the only one that crams all these features into a small price.” This latter statement says something about VW’s competitors too. Their audience is sure to pick up on that and be more likely to buy a Volkswagen.

When I saw this ad, I thought “that looks like older, more famous ads of theirs I’ve seen.” Sure enough, they do indeed look just like older ones.

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