Volkswagen of America, Inc.: Fahrvergnugen campaign

Rebecca Stanfel

In an effort to distinguish its line of vehicles from those of its rivals, Volkswagen of America Inc.

Volkswagen of America, Inc.: Fahrvergnugen campaign

Rebecca Stanfel

Overview

In an effort to distinguish its line of vehicles from those of its rivals, Volkswagen of America Inc. and its ad agency, DDB Needham/New York, sought to create an ad campaign that emphasized the unique qualities of the Volkswagen driving experience. The resulting 1990 "Fahrvergnugen" campaign, which was radically different from other car advertising at the time, was designed to pique American consumers' curiosity about this odd German word and the Volkswagen brand it touted. "Fahrvergnugen," which translates as "driving enjoyment," strove to focus on the qualities of the Volkswagen product,...

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