The company has created a web site to promote its keenly anticipated luxury Phaeton model prior to the car's launch and offline marketing activity.
The web site, at www.thephaeton.co.uk, has been created by Tribal DDB and aims to heighten anticipation ahead of the car's launch in June. It will be flagged up in online promotions targeting 35- to 45-year-old men and will feature in advertising created by BMP DDB.
VW is using the internet to launch the car because it calculates 90% of luxury car drivers are online. The web site allows visitors to explore details including windscreen wipers and the air conditioning system.
Volkswagen's relationship marketing manager, Louise Mather, said: "Unconventionally for a luxury car, we are not pushing the brand with straplines and flashy labels, but instead are allowing the consumer to discover the Phaeton on their own."
VW has attracted criticism for launching a luxury car and competing effectively against its own more upmarket sister company Audi. Sales of the Phaeton in Germany have so far proved sluggish.
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