Volkswagen: Pre-tuned in Deutschland

Outdoor and newspaper dealer ads for VW's GTI Mk V are singing a new German hip-hop tune, you might say. But why should the fact that the car is pre-tuned be the big selling point? Don't tuners want to tune? "The notion is Ge

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Outdoor and newspaper dealer ads for VW's GTI Mk V are singing a new German hip-hop tune, you might say. But why should the fact that the car is pre-tuned be the big selling point? Don't tuners want to tune? "The notion is German engineers make sure this thing will go before it's sold," explains CD Rob Strasberg. "Tuning cars in many cases is necessary because they come in desperate need of horsepower, torque and racing suspension or tortional rigidity. A GTI is pretty great out of the box. But you can always tune it even more if you want to. " Anyway, it's a mixed marketplace; the target is hardly limited to tuners, says Strasberg. Moreover, tuning itself needs to be retuned, it seems. "Car culture, in terms of tuning and customization, has gotten out of control," Strasberg believes. "The Fast and the Furious is a perfect example of this; in many ways, Hollywood and television co-opted tuning and pushed it into a bad place. The GTI is the original hot hatch, so we feel it
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About

Credits
Date
Feb 28, 2006
Client:
Volkswagen
Chief Creative Officer:
Alex Bogusky
Executive Creative Director:
Andrew Keller
Creative Director:
Rob Strasberg
Creative Director:
Tony Calcao
Art Director:
Tom Zukoski
Copywriter:
Ryan Kutscher
Graphic Designer:
Pres Rodriguez
Graphic Designer:
Joe Miranda
Print Producer:
Joe Rossman
Art Buyer:
Jessica Hoffman
Photographer:
Brian Garland
Agency:
Crispin Porter + Bogusky
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