VW hones 'edgy' position for Passat

A regional launch programme for the model kicked off last September in Hong Kong and Taiwan, before an advertising campaign for New Zealand, Indonesia and Singapore followed in December. The new model has finally hit the Singapore market this month via a lavish launch event and an ad campaign created and placed by Odyssey Communications and Starcom, respectively. According to Volkswagen SE Asia-Pacific senior manager of public relations, Martina Dorai Raj, the new campaign focuses on showcasing the new Passat as a luxurious car with innovative features. To be exact, the marque boasts of 120 new features, each of which were unveiled in 120 short video clips at the Singapore launch event. The 'Face of Volkswagen', meanwhile, is a new look created by using a three-dimensional theme framed against Volkswagen's characteristic medallion-shaped radiator grille -- presenting what the automaker calls a 'focused stare' at the road ahead. "The new Passat creates a new level of comfort in the upper middle class," added Raj. "In conjunction with quality, safety, and design of the upper class, it further offers the economy of the traditional middle class." The Passat launch kicked off with members of the media offered a preview and test drive of the model. In the evening, the marque was unveiled at an art gallery, showcasing the model's new features. Retailing at S$115,000 (US$70,500), the Volkswagen Passat competes with such models as the Alfa Romeo 156 and the Volvo S60.