Volkswagen has launched the IPL edition of its Polo and Vento models.
Apart from carrying the IPL logo on the boot and doorsill, these variants will also sport additional features. These include multi-media entertainment systems with navigation, social networking options for rear-seat passengers, dual tone seat covers and special floor mats.
Mr Neeraj Garg, Director, Passenger Cars, Volkswagen Group Sales India said: “Brand recall is still a challenge for Volkswagen in India. We hope the IPL will help us reach more people and improve our brand recall.”
The company has a two-year sponsorship contract with the IPL. Last year, the company sold 2,000 units of the Vento IPL edition. “Last year, the IPL variants not only brought in customers to our showrooms, they also had a rub-off effect on our other brands.”
The company will be engaged in TV spots, stadium branding, showroom visual merchandising and out-of-home advertising during IPL-5.
With car sales picking up in March and the IPL tourney set to start on Wednesday, Volkswagen is hoping for a good run this season.
Volkswagen clocked sales of 8,326 units last month, up from 6,529 in February 2012 and 8,095 in March 2011.