PoloDriver

The first in an occasional series on the market launches of the Polo sees us dock in South Africa for the high-tech introduction of the fifth-generation model

When it comes to individual market launches of the fifth-generation Polo, Volkswagen has not so much pushed the marketing boat, but chartered a cruise liner and wined and dined all sorts of industry representatives. In Germany for example, there was a ‘Polo Kongress’ spread over numerous days, while Volkswagen South Africa recently staged a ‘Polo Skylab’ launch event for its retailers and management.

The concept for the new Polo launch there was ‘out of this world’, the company stating that the newcomer’s ‘cutting edge innovation delivers on its promise of being ahead of its time’ and ‘a benchmark in its class.’ That explains the ‘Expect Big Things’ marketing campaign, which some onlookers have described as misguided, because the car has been on sale there for a number of years now.

But, when it came to launching the car on the unsuspecting South African market, the local arm of the German giant thought very big. Taking its cue from space, the Polo Skylab showcased not only the new model’s technological advancements but also the best in cutting edge digital technology. Featuring interactive iBars with touch-sensitive surfaces and 3D Polo visual projections and uTouch screens to navigate through the new Polo’s specifications and brochure, a multimedia experience was guaranteed for all guests.

But that wasn’t all. In addition, augmented reality kiosks used live video to make both 3D components and versions of the new Polo appear from brochures and drive across the pages, while booths housed yet more swirling 3D holograms. The 2010 Polo Skylab launch event was the single largest showcasing of holographic and 3D technology showcased in one South African venue and housed two thirds of such available tech in the world. And there could only be one guest suitable for such a space-inspired theme: Commander Neil Armstrong, the first man to walk on the moon.

[Source: Volkswagen Marketing Communications, South Africa]

Following our recent updated ‘Heritage’ page, here is a group of publicity images from the Audi 50’s launch, back in a more naive 1974. A sister car to the original Series 1 Polo, the Audi 50 was produced from 1974-1978 when the more successful baby Volkswagen deleted the Audi from the catalogues. Our thanks to Michael Höcker and the gang at Audi 50 Friends for permission to use the pictures – be sure to visit the brilliant German home of the Audi 50 for all the facts, figures and pictures on the first-generation Polo’s prestigious sister.

Six thousand readers of Autoflotte (Auto Fleet) magazine have awarded the Polo the Best Small Car award in the publication’s list of 2010 honours announced last week. Awarded at the AMI Leipzig 2010 motor show, the Volkswagen Group took 12 first place prizes, with the Golf awarded Best Compact Car and the Touran the Best Compact Van. Stefan Brungs, Head of Volkswagen Group Fleet International was pleased with the result: ‘We are delighted, especially as these awards are chosen by fleet managers. The Autoflotte awards underline the outstanding position of the Volkswagen Group’s economic and energy-efficient vehicles and the quality of our extensive service offering for our large customers.’

‘Polo Van – never has a small car been so great.’ So goes the marketing slogan on the Danish Volkswagen website. There hasn’t been a proper small commercial-type Polo Van since the model based on the Series 2 from the mid-1980s. With metal panels in the hatchback body where the rear windows would usually be fitted, the first Polo Van was a stripped-out special, complete with wooden rear deck and bulkhead just behind the front two seats. Trimmed similarly to a basic Polo Fox, it was a Volkswagen approved and made city commercial vehicle, ideal for scooting through urban landscapes.

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Last month Rich Gooding’s 1994 Polo GT Coupé came out of its dry home after a month-long stay. And although he’s not had time to find the source of the water leak, he has managed to hose some of the wet stuff underneath it

It’s April, which means only one thing. No, not a guaranteed soaking from the showers frequent at this time of the year, but the build up to the Stanford Hall VW event. Tradtionally the start of my show season calendar, Stanford Hall is arguably the UK’s longest-running Volkswagen event, and certainly one of the most laid back. Always enjoyable – and usually blessed with good weather – the show is held in the grounds of the country house with which it shares its name. An event which favours standard as opposed to modified cars, the concours d’elegance must rate as one of the best in the country, let alone VW circles.

So, with just over two weeks to go, it’s time to get L307 in some sort of shape. No, not that I’m entering any concours classes (the time has been and gone for that, but I did win a trophy), but I have got a club stand booked and I want the car to look its best. Or at least as best as it can be. So, all those jobs that I’ve been putting off for months have got to be done, or at least partly done, so that the GT can sparkle in the spring sunshine. First up, the wheelarches. I used to clean them out much more regularly than I do now, but armed with a bottle of degreaser, a brush and a hose, the job was easier than I had been expecting.

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