Posted by Nerissa at 10:50 AM
My husband has been plying me to get a minivan since we heard the news about baby #2. I have been extremely resistant to say the least. Until I met the VW Routan. As far as minivan panache goes, it pretty much tops the pile.
I must admit, it is super easy getting the little one into her seat without bending and bumping my head on the door frame. I'm also a sucker for the remote sliding doors and remote start. It is sheer decadence to step into an already cool car on a 105 degree day!
MediaPost Publications
by Karl Greenberg, Yesterday, 3:28 PM
Volkswagen of America is touting its Routan minivan via a partnership with Discovery's TLC.com around family and travel. The Herndon, Va.-based automaker will be premier sponsor of family travel content on TLC.com, and will feature an original Webisode series titled "The Great Getaway," plus family-related travel information from destinations to tips for packing powered by Discovery-owned website HowStuffWorks.com.
"The Great Getaway," which launched on Wednesday, follows the seven-member Woods family on a road trip through Sedona, Ariz. The series, done reality-show style, begins with a segment showing the family bouncing around their ranchy house trying to get their act together, find iPods and the like, before hitting the road.
The automaker and TLC.com say the webisode series will run throughout the next three months, highlighting the family's travels and associated foibles as well as the antediluvian wonders of the Southwest, petrified trees, fossils, deserts and all. According to TLC, the Woods family was chosen through a casting call by TLC's talent resource center. The series was a joint project of TLC.com, Volkswagen and VW’s AOR for media, Deutsch.
The Routan minivan gets a starring role in the series, with the vehicle's features, such as roomy seating, foldaway seats, and storage capacity, and getting special attention when, for instance, the family is loading up and rolling out with their "Fun not foolish, safe not sorry" Tony Robbins-esque motto floating on the breeze as the car rolls away to Sedona.
Volkswagen will bookend the series with 30-second Routan TV spots before the segment, a drive to VW.com after, and a banner next to the video window. The Family Travel section on the TLC Family vertical will be VW-branded as well. The destination offers family-related tips and advice.
Harold Morgenstern, SVP advertising sales at Discovery Communications, tells Marketing Daily that VW is advertising on all Discovery's digital properties, including contextual and behavioral targeting.
VW launched the Routan in 2008 under the Das Auto banner with Brooke Shields as spokesperson. The campaign has continued with "Dub Punch" ads suggesting the minivan has a soul of a VW bug.
Morgenstern says Discovery has a long-standing relationship with Volkswagen. “Volkswagen approached the marketplace to help launch the Routan. Similarly, TLC.com was introducing their TLC Family vertical, which provided a perfect promotional platform for the Routan,” he says. “We proposed and created the webisode series specifically to and for the Routan.”
Today I am proud to announce that work I’ve been the technical lead on was awarded two more effies. Both VW Routan Boom and OPEN Forum.
The effies represent a unique award in that it takes into account more than just the creative merit:
“Each year, the Effie Awards draw in thousands of campaigns with budgets ranging below $500k to $40m+, from local, boutique agencies and large multinationals – all entering to prove that they most effectively executed an idea that worked.
For those who come out on top of Effie’s rigorous judging process, their achievement is marked not only by their trophies/certificates and public recognition of a job well done, but it is also marked here in the Effie Winners’ Showcase.”
I am reminded of the age-old question: SUV or Minivan? Obviously as a minivan blogger, I have some leanings toward the latter. A recent blog post by Tom McKnight outlines the benefits and disadvantages of each and provides some insight as to what consumers should think about when making the decision for themselves (appearance, safety, utilitarianism, etc.) For me with two small children, safety was a huge factor; however, I must admit that the sexiness of a SUV was more appealing than that of the current minivan lineup.
So what can automakers do to entice consumers to purchase a minivan over an SUV? Also, does it make business sense to do so? The 2008 Volkswagen Routan marketing campaign was a step in the right direction by having Brooke Shields encourage parents to “have a baby for love, not for German engineering.” In addition the Routan was priced much lower ($25k) than it’s SUV counterpart, the Toureg ($40k). …
Family Fridays – A look at the upcoming Mini-Minivans
It’s no secret that I love the Mazda5 and the concept of Mini-Minivans. The problem is that I might be one of the few that actually does. But, since this is my post, I’ll continue the love fest over Mini-Minivans.
In addition to the 2011 Mazda5 refresh, there are two other Mini-Minivans coming stateside very soon, the Ford Grand C-Max and the VW Sharan.
2011 Mazda5 – Coming later this year
Much has already been written about the 5 here on Motor Talk. See Preview of 2011 Mazda5 and first Used Car Review of 2006 Mazda5.
Like previously mentioned, we are still VERY skeptical of the swoops on the side of the van but, love the blend of value, performance and functionality the 5 brings to the table. Before, the 5 was all by itself, will the new competition raise the bar? (Note to Mazda: Where is the Mazdaspeed version?)
2011 Ford Grand C-Max – Coming 4th quarter 2011
The hits keep coming from Ford. We were surprised when we first heard that the C-Max was coming, and we were really surprised when we found out that the version with proper sliding doors was coming. Don’t have full details yet, but I sure do like the looks. This might be the alternative to those that don’t want those controversial ridges on the 5. (Note to Ford: Where is the RS or SVT version?)
Out of the 3 Mini-Minivans, the VW looks to have the most conservative styling…who knows that might be a good thing (see Accord and Camry). The rumored plans from VW is to replace the Routan with the Sharan. With apologies to Brook Shields…I say, GREAT IDEA! If nothing else, this has a manual gearbox!
Motor Talk Straight Talk – Sliding doors and manual gearboxes = Functionality and Fun!
VW caught some flak over the Brooke Shields commercials supposedly advocating against having babies just to get German engineering. This was part of the Routan campaign. Now Volkswagen is releasing a brand identification campaign based on the “Slug Bug” or “Punch Buggy” game. People, such as blogger Richard Read quoted below, are saying that VW is advocating family violence with this campaign. Come on, lighten up! All right, I grew up the oldest of 3 kids and I liked pummeling my younger brother (my baby sister cried too much and got us in trouble if we included her). But the degree of harm inflicted is minuscule compared to the mean, sadistic, twisted torture we inflicted upon each other at other times. We survived it and grew up normal. We even speak to each other. Is this campaign another mis-guided attempt at humor? Well, what would you expect from the Germans, a people not particularly known for its comedy. Security was high during the Berlin Olympics, and all of the athletes were registered. The security agent asked one athlete, “Are you a pole vaulter?” He replied, “No, Hungarian. But how did you know my name vas Valter?”
Volkswagen & Tracy Morgan Make Violence Fun With 'Punch Dub' - The Car Connection Richard Read January 29th, 2010 Tracy Morgan Enlarge Photo 2011 Volkswagen Golf R Enlarge Photo If you grew up in a large family, you probably remember "Punch Buggy", the road-trip game that allowed the first kid in the car to spot a Volkswagen Beetle the opportunity to punch a sibling in the arm. Now, VW is hoping to resuscitate the fun of family violence with its new "Punch Dub" campaign, which launches during the Superbowl broadcast on February 7. According to a company press release, "The ad, which includes a special cameo by actor and comedian Tracy Morgan, will show a variety of people in different driving situations gently slugging others in the arm every time they spot a Routan, Tiguan, CC or any other Volkswagen model." Yeah, "gently slugging" is exactly how we remember it. But don't think that Morgan will be the only one enjoying fist-fights and driving distractions. You, too, can join in the fun when VW launches the "Punch Dub" game, which will "encourage people to dole out virtual 'slugs' to friends and family" through VW's Facebook page. And just like in real life, violence has its rewards: "The more friends you punch, the better your chances are of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC." Of course, if VW had asked us for input, we'd have told them that we prefer the 2011 Volkswagen Golf R to the Volkswagen CC. We might've also reminded the company about Morgan's history as a convicted drunk-driver and alleged groper, which seems an unfortunate tie-in for a campaign that's about beating up people while driving. But whatever: those Routan ads with Brooke Shields proved once and for all that VW's marketing team totally know what they're doing.
By now, the word is out to the extent that there are Amish who know that the Volkswagen Routan is a re-badged Dodge Grand Caravan/Chrysler Town & Country minivan.
So was Brooke Shields lying to us about that "German engineering" stuff?
Not really.
See, VW did go in and re-work the suspension...so technically, it's German engineering.
And while it's not engineering per se, we'll give thumbs up to the VW crew who gave it a more attractive front and rear styling treatment.
They also ripped out a ton of cheap interior materials and put in the good...well, decent...stuff for the Routan.
So, from a handling, appearance and interior quality (or at least "niceness") standpoint, you really have to say that the VW Routan is what Chrysler should have built in the first place.
I drove the mid-pack SE model with Trim Pack 2 (sunroof, adjustable pedals, roof rails and an auto-adjustable rear suspension. It also had heatable front seats and a remote starter.
Bottom line: $32,720. Much better than the over-optioned Dodge Grand Caravan that started with a base price 2 grand cheaper than the Routan but ended up at 41 grand and change.
The EPA says it's good for 16 miles per gallon in the city, 23 on the highway (the 6-speed automatic helps).
And it's five stars on all the crash tests (four on rollover).
So, if you want a Dodge Grand Caravan or Chrysler Town & Country, the best one might be a VW Routan.
That's fine, but I'd prefer for Dodge and Chrysler to build them right themselves and for VW to build...VWs. Like the VW Microbus concept they teased us with at the beginning of the decade.
If you agree, let VW know. Given that only 5,000 or so Routans have found homes so far this year, they're probably considering options.
UPDATE:With both GM and Ford out of the minivan business and the asian minivans fairly long in the tooth, I thought it was time for another taste of the Routan.
Everything above still stands...and until Toyota, Honda, Hyundai and Kia show up with their new ones (2011 and later), the VW Routan (equipped as above) would be my choice, playing with my own money.
I’ve spent a lot of time talking about how uncool minivans are. I wrote a book called “Rebel without a Minivan.” I BLOGGED about how to make your minivan cooler. You would think, after all this, that I would never be caught dead talking favorably about a minivan.
Well, guess what?
Yes, it seems that pigs really can fly and I have found a minivan that I would not be embarrassed to be seen in.
Maybe it’s because it looks more like an SUV than a minivan. Or maybe it’s because it actually gets decent gas mileage. Who knows, but when I saw a Volkswagen Routan up close and personal, I decided I could come down off my high, minivan-hating horse and give the Routan a chance.
It's got all those mom-friendly minivan features that makes us suburbanites drool, like a rearview back camera, nav system, rear seat entertainment system for the kids, lots and lots of storage space, and 13 cupholders so almost every passenger can drink two Big Gulps at the same time.
But it also happens to look good. Really, really good. Not like that one minivan that shall go nameless that looks like a lady with a really large backside from behind… which of course, makes you wonder what the lady who’s driving the car must look like, too.
I happen to think the Routan looks a lot like the Audi Q7 from the front, with a slightly larger grill and higher nose than you are used to seeing on a minivan, and it is boxier all around than the typical mom-mobile (this is a good thing!). Inside, the leather version is Cheerios and Juice box friendly, and the pretty dash makes you feel like you’re driving a sportier vehicle than a van. As an aside, this is the car that Brooke Shields chooses to haul her tots around in… and if its good enough to look good on Brooke, it's good enough for me.
In full disclosure, I haven’t driven it so I can’t tell you firsthand if it will satisfy the rebel-mom race car enthusiasts out there, but I’ve heard it's got a lot of zip for a car its size. If you add the racing stripe decals I blogged about several weeks go, NOBODY is going to mess with you on the road.
The Volkswagon Routan starts at around $25k. To check it out, click here.
When I was in advertising, I read a wonderful book about Doyle Dane Bernbach's (DDB) iconic print advertising for Volkswagen. It was a blank sheet of paper, with a relatively small picture of the original Beetle and a little (often witty) copy at the bottom. Often copied, never duplicated, it put VW on the U.S. map, legitimized "Beetle", debunked or perpetuated urban myths (Can Beetles really float?). If you showed anyone over the age of 40 this ad, they'd recognize it as VW even before they put on their reading glasses.
More recently, VW had some mixed results with their ex-agency, Crispin Porter & Bogusky. It seems the Brooke Shields series of ads for the Routan made people feel uncomfortable. I thought they were funny, and I bought a Routan without having another child (remember, I saw the DDB ads when they were originally published).
The finding bee site also had this commercial. While not for the Routan, it's pretty good.
Do you have a favorite Volkswagen or Routan commercial? Leave a comment. If you can post a link, all the better. I'd love to have a link to the Routan "Future Family" commercial. I didn't fully understand it when I first saw it, then I bought the Routan. I split a gut laughing the next time I saw it.
