"I think this warranty is going to add a shot in our arm to our entire range in terms of helping us get to that next level of sales volume," he says.
The six-year warranty was first introduced in April for the 2018 Tiguan and Atlas crossovers as a way to build demand in a segment that is hot, but for which VW has been a small player. VW in late September extended the warranty to its entire 2018 lineup, except for the battery electric e-Golf.
The new ad is the beginning of a sustained marketing push for the warranty. The TV spot is backed by significant investment, including airplay during NFL games, Tebbutt says. The spot also signals a new creative direction that focuses more on branding and less on product attributes, he says.
Tebbutt joined VW earlier this year after serving as COO at Johannes Leonardo. Prior to that he worked on VW in South Africa while at Ogilvy. Since May he has been filling in on an interim basis for Vinay Shahani, the former senior vice president of marketing who left for Toyota. Tebbutt confirmed he is in the running for Shahani's job, which is expected to be filled soon.