With the arrival of the 2009 Volkswagen Jetta TDI, the first diesel car that meets the 2009 diesel emission standards in all fifty states, VW is enlisting diesel enthusiasts to spread the word for its new vehicle.
Despite the prevalence of diesel cars in Europe, the American market has remained skeptical of the use of clean diesel fuels. To most Americans, the word “diesel” conjures up images of smelly and dirty buses and trucks – a mindset that Volkswagen is working hard to overcome.
For the past eighteen months, Volkswagen’s monitored the Jetta TDI’s status on a number of forums and blogs, and has actively volunteered information on the oil-burning compact in order to spread the word. The idea appears to be working – over 25,000 visitors to VW’s webpage have expressed an interest in the diesel Jetta, which will be offered as both a sedan and a station wagon.
Using diesel advocates to spread the word of diesel is the first stage of VW’s marketing campaign. The company then plans to use the Jetta as a “jump-off” point for other clean diesel vehicles.
“We also need to establish that diesel is a viable option for anyone looking at alternative-fuel vehicles, said Jennifer Jacoby, a VW spokeswoman. “Hybrid is not the only answer.”