VW Counting on ’15 Golf Lineup to Boost U.S. Presence

SAN FRANCISCO – Volkswagen of America is launching a full-fledged onslaught with the new ’15 Golf, which will come in six different configurations, including a first-ever all-electric model.

The Golf lineup rollout, which starts next month with the base model and continues into early next year, could shore up flagging sales. Last year, U.S. Golf deliveries were down 28.2% compared with like-2012 to 17,621 units, and through April deliveries were off 51.4% to 3,412, according to WardsAuto data.

VWA officials are casting a wide net in the Golf marketing campaign, targeting consumers who shop hatchbacks and those who do not, says Jennifer Clayton, general manager-brand and marketing.

“The hatch segment is pretty small, and in order to grow we think there’s an opportunity in the compact segment in general,” she says during a Golf media preview here. “So (marketing) will be tailored to that broader compact target vs. just the hatch target.”

Clayton says the automaker expects volumes to jump with the introduction of the new ’15 Golf, but does not reveal internal growth expectations. By offering a variety of different Golf models, she says, VWA will have a vehicle that is appealing to all types of buyers.

“Whether you want the performance of the GTI, the versatility of the Golf or technology of the e-Golf, there is a consistent thread in terms of this (customer) having the same values that apply to the VW brand,” she says. “That’s the consistency we see across the variants, and that’s why we can approach it as a Golf family in its entirety.”

In general, Golf buyers are males in their 30s who live in an urban center and are active both socially and physically, Clayton says. Beyond that, each Golf derivative has a slightly different target customer.

The performance-oriented Golf GTI attracts male buyers age 25-30 who have a higher income than base-Golf consumers. The upcoming Golf Sportwagen appeals to families, while the Golf diesel has its own group of devoted buyers.

“We’re a leader in (diesel),” Clayton says. “There is an audience that sees the value and understands the longevity around diesels, and they’re the ones buying it. Diesel is an ownership position for us, and we will continue to support it.”

Golf Buyers Skew Male

The e-Golf, the first EV VW has offered in the U.S., will draw consumers with higher incomes who value technology. The EV will feature a distinctive LED strip on the front fascia to differentiate it from other Golf derivatives.

“Our (EV) buyers will be people first to market who want to make a commitment,” she says. “We will be pretty targeted with communications and volumes will be low and in specific states.”

While the Golf skews almost 70% male, Clayton says the upcoming marketing campaign, dubbed “Ready, Set, Golf,” will be aimed at women as well.

“By virtue of putting our advertising on TV we’re reaching a broad audience,” she says. “The World Cup (soccer championship) is one of our media properties and that skews gender-neutral.”

The Golf launch is expected to boost VW’s presence in the U.S., but it’s unlikely the model range will usurp the top spot in the automaker’s lineup held by the Jetta sedan.

“Jetta by volume will always be one of our primary models,” Clayton says. “But in this particular year Golf offers an opportunity for us to really leverage it for the entire brand.”

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