Awed by 21st Century Beetle

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VOLKSWAGEN’S debut Das Auto Show 2011 drew to a close recently, thrilling some 10,000 visitors with its presentation of the German car manufacturer’s latest models, technologies and an elaborate video presentation on a giant 360 degree screen at Kuala Lumpur’s Bukit Jalil stadium.

Among the Volkswagen models presented were the 21st Century Beetle, Phaeton luxury sedan, Amarok pick-up truck, Touareg Hybrid sports utility vehicle, Polo sedan, Golf Variant station wagon and Scirocco R.

The first-of-its-kind auto show was organised in 10 specially-designed domes, held up by air which made them column-free for a cavernous feel.

Fiery red: The latest 21st Century Beetle being displayed to visitors at the show.

The main dome dubbed “Mega Dome” was 21m high and houses the key attractions — a 360 degree screen and an elevated steel car track which can accommodate 12 moving cars at a time.

The audience were seated in the centre of the dome and immersed in a combination video and live action presentation that took them through a journey of Volkswagen’s heritage and legacy.

The other nine smaller domes were interlinked to form a 100m caterpillar-like structure where visitors got up close and personal with their favourite Volkswagen models.

Volkswagen Group Malaysia managing director Ricky Tay said the show was interactive, fun besides offering insight into the Volkswagen brand and innovation.

“Volkswagen or the people’s car, is a brand that offers choices for people. In each segment, Volkswagen has high-end products at affordable prices and that makes the brand very unique,” said Tay.

Volkswagen has appointed local conglomerate DRB-Hicom to assemble selected Volkswagen models at its Pekan automotive centre.

The first model, a Passat, will roll out by the end of the year.

Volkswagen Group Malaysia whose car sales represented 0.2% of the total industry volume (TIV) last year, had risen to 1.4% of the TIV for the first six months of the year.

Volkswagen’s head of commercial operations China/Asean Weiming Soh, said the German car maker’s long- term target was to capture 10% of the local car market.

He said the local assembling programme would make Volkswagen cars more price competitive and appealing among Malaysians.

In addition to its namesake brand, Volkswagen also owns other car marques such as Audi, Skoda, Lamborghini, Porsche, Bugatti and Seat.