This is a two-page ad for the Tiguan, a “compact” SUV from Volkswagen. Whereas most SUV ads stress how big and powerful they are (often using images and language that associate them explicitly with masculinity), this one does the opposite–its small size compared to other SUVs is an asset in these ads.
I wonder who the target audience for the Tiguan is supposed to be. And are gas prices finally affecting what people are looking for in vehicles? Is being huge no longer the positive characteristic it was, like, 3 months ago?
Comments 4
Martin W. — June 3, 2008
According to GM today, that would be a yes.
So VW repackages an SUV into a new category, the compact SUV. Now eveyone will think of it like a Geo Metro, how dumb, and, in effect, the strategy will probably work, sigh.
73man — June 4, 2008
Strangely, the VW portratyed here would be spurned by many here in Europe for being too extravagant and environmentally unsound.
Parapluie — June 4, 2008
Well, since the Honda Civic has unseated the Ford F-Series from its 15-year reign as the best selling vehicle in America, I'd definitely say that gas prices are affecting what people want in cars. "Bigger is better" is turning into "Less is more" in advertising.
Sociological Images » PUTTING THE ENERGY CRISIS IN (SOME) HISTORICAL PERSPECTIVE — October 12, 2008
[...] ads also demonstrate the willingness of companies to capitalize on a crisis. See a modern version here. And enjoy the [...]