Editor's note: Fifteen University of Nebraska-Lincoln students journeyed to Germany this summer as part of a advertising and marketing study abroad program sponsored by the College of Journalism and Mass Communications.The following article includes the observations of two of the students who took part of the German study abroad program.
The use of cultural art is pertinent to the success of "Autostadt" in Wolfsburg, Germany. The Autostadt (car city) is the Volkswagen Company’s platform between product and costumer.
The main attractions on Autostadt’s 25-hectare expanse are pavilions showcasing each of Volkswagen’s brands. The brands include Bentley, Lamborghini, Scoda, Seat, Audi, and Volkswagen.
Along with the pavilions, a museum provides a look back in automobile history as well as a glimpse into the future of automobile technology. For the car connoisseur, there is the option to customize your own Volkswagen and pick it up on location at the Autostadt, which is a true ‘red-carpet’ event. Ecstatic customers pick up 550 customized Volkswagens, on average, each day.
Autostadt sounds like a car lover’s dream, and according to Jördis Weber, an Autostadt tour guide, “Autostadt has something special to offer for everyone.” The Autostadt is home to nine state-of-the-art restaurants as well as four cafes and bars. In addition, family-oriented attractions allow children to experience driving in a safe environment. “Some people only travel to Autostadt to eat a great meal, see a concert, or enjoy the beautiful surroundings,” Weber said.
Annual summer dance festival Movimentos
The festival, held in the Volkswagen KraftWerk, offers content and art for those not necessarily interested in cars. In its sixth year of holding the festival, Autostadt hosts six dance teams from around the world. This year’s festival included performances by dancers from Spain, Brazil, United States, Sweden, Canada, and United Kingdom.
Nicholas Batten, a member of the international media relation’s team, said Volkswagen has a social responsibility to support young modern art and culture. Also, by bringing world-class international dance ensembles to Autostadt, a relationship is formed between the public and industry.
Autostadt shows respect and builds trust
Because of the diversity Autostadt offers, the company is better able to relate to a wide variety of consumers. According to Batten, “An important reason to bring art to Autostadt is to appeal to women, who tend to be the decision makers in today’s family.”
The theme of the 2008 Movimentos Festival is closely related to respect. “Respect can only be given when it is built on a foundation of trust; and trust forges a bond between individuals and organizations,” said Bernd Kauffman who arranges Autostadt's entertainment acts. By providing affordable, world-class entertainment, Autostadt gains respect from customers, setting itself apart from the regular car dealership.
Various attractions all year around
Throughout the year, Autostadt provides seasonal attractions. In July, a jazz and blues festival showcases more than fifteen international bands entertaining the crowds with the diverse sounds of jazz. In August, a traditional dragon boat race is held on the grounds for over 3,000 participants to compete for a prized trophy. During the winter months, a lagoon on the grounds can be used for ice-skating, and the park is transformed into a winter-wonderland.
By creating relationships with its customers, Volkswagen has achieved success without the use of brainwashing and extensive logos. Through the company’s appreciation of culture, it has gained respect from the public. This is something very unusual for the average car company. Even though dance is not synonymous with cars, Autostadt’s creative approach is working and may very well influence car companies in the years to come.
