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Karl Lagerfeld is Volkswagen’s new spokesman

December 29, 2010/4.09

Volkswagen has released two Style packages for its Polo, Golf, Golf Plus and Golf Variant models in Germany—with Chanel designer Karl Lagerfeld as its spokesman.
   The limited-edition Style package, which has extra equipment to the value of €3,200, features alloy wheels, fog lamps, tinted side and rear windows and a winter accessories. A Style Plus package adds a sunroof or panorama roof and different alloy wheels.
   Matthias Becker, Volkswagen’s marketing manager, says that Lagerfeld is a ‘perfect ambassador’.
   In a reverse of a recent Citroën C5 campaign, where the French cars were sold with tongue-in-cheek references to how “German” they are, the TVC shows Lagerfeld pondering how stylish the new models are, and assumes that they are French.
   At the end of the TVC, Lagerfeld’s muse, Baptiste Giabiconi, whispers in his ear to tell him the cars are German.
   Lagerfeld did not contribute to the design of the packages themselves.

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Filed by Lucire staff

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