VW Touareg: Adventure camp

VW of America is doing an adventure program to launch the new VW Touareg 2. More can be found on their website.

Consumers can sign up at Touaregadventure.com. The price per person is $2,000, which gets them an advance welcome kit, resort lodging (single occupancy), and meals.

Steve Keyes, Volkswagen brand communications director, said Volkswagen will target current owners and prospects through a variety of promotions including dealership-run initiatives. "The first couple of sessions are sold out," Keyes said, in a phone interview from Moab. "It will run through the end of October at which time we'll evaluate it. If we're happy with the results we will extend it into year two, which is our inclination at this point anyway."

Keyes said most SUV buyers rarely use the off-road capabilities built in to the vehicles, so differentiating one feature from another can be a challenge. The Auburn Hills, MI-based automaker plans to use the tour to help consumers make the distinction between Touareg and its competitors by showcasing its off-road capabilities and technologies.

"When people are driving SUVs to and from work and the supermarket there's not a lot to differentiate," Keyes said. "So we felt the best way to leverage our capabilities was to offer this experience."

Related news: GermanCarBlog, P4MR, VW Touareg

Source: PR Week, picture by VW

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