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Volkswagen Polo not just for girls
Men in focus for fifth-generation VW Polo marketing in Australia
7 May 2010
VOLKSWAGEN admits that aiming the Polo at women is a bad idea if the company wants to broaden the light car’s appeal in Australia.
Speaking to GoAuto at the launch of the all-new fifth-generation Polo in Brisbane, general manager Anka Koeckler revealed that focussing on males in the promotional aspects of the new Polo would change the public’s perception of light cars as well as Volkswagen’s littlest offering in Australia.
“Our advertising is very male orientated” she said.
“We did it to differentiate the Polo from the other light-car competitors.”
A Volkswagen spokesperson added that the Polo “is no longer a girlie car” and that having males in the television commercials and other advertising media would not alienate males and still appeal to females, but just having females in the ads sends the message that this is strictly a female car.
“It is actually a car for males too,” Ms Koeckler said.
“If you consider the new technical aspects of the new Polo, it will appeal to everyone. That is why we put males in the advertising.”
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