Volkswagen Australia
The people's magazine
The arm of an iconic brand, Volkswagen Australia was keen to ensure its owner magazine reflected the marque's international prestige, engaging its sophisticated readers with substantive cross-cultural content and sleek design. Our successful fine-tuning of the biannual title – a lynchpin in Volkswagen's customer-retention strategy – led to a strategic partnership, with Edge now writing Volkswagen Australia's brochures and editing a local version of the brand's global online magazine Das Auto.
Many brands and products try to label themselves as 'iconic', but very few actually are. Volkswagen, however, can genuinely claim to have produced two of the 20th century's truly iconic automobiles – the Beetle and the Kombi.
This incredible heritage, supported by classic models like the Golf, Polo and Passat, is one of the company's strongest assets and nowhere is it more clearly on display than between the covers of Volkswagen Magazine.
This biannual publication is sent out to Volkswagen owners and keeps them in touch with the broader world of this global brand. Combining local stories and international content, it places ownership of a Volkswagen within the context of an extended family of designers, engineers and car owners.
From global news to local ‘drive’ stories and from international destinations to features on design, architecture and adventure, the magazine is a key element in Volkswagen Australia’s customer retention strategy.
Edge has been publishing the magazine since 2008, when we put the publication up on the blocks and began finetuning. Our unique contribution has been to make the magazine more truly reflect the Volkswagen ethos, both visually and content-wise.
Now well-known for its sophisticated, European design sensibility, its high-quality print and finish, and the balance and spread of its editorial, Volkswagen Magazine is a prestige publication for a prestige automaker.
Due to its deep understanding of the brand and the audience, Edge has recently been appointed to write the copy for all Volkswagen Australia’s new model brochures, as well as edit the Australian version of the global online Das. World of Volkswagen Magazine.
How many, how much
98% – the percentage of readers who find the quality of the magazine very good to excellent*
63% – the percentage of readers who spoke to someone about the brand after reading Volkswagen Magazine**
* Volkswagen Magazine reader survey 2009
** McNair Ingenuity custom magazines research 2011
The people's voice
“Thank you for the latest edition of Volkswagen Magazine. I enjoy reading the informative and interesting articles as much as I enjoy driving my Polo!”*
“A fascinating read every time the magazine is received as it is a refreshing outlook on the VW range of cars and various features involved. Well done.”*
* Qualitative feedback from Volkswagen Magazine reader survey, 2009.
Revving the engine
Managing Editor Michael Butler heads up the Volkswagen Magazine team. With experience in design, technology and automotive titles, he perfectly captures what the brand is all about. Michael’s deep understanding of the Volkswagen brand, combined with his unique editorial voice, makes Volkswagen Magazine a must-read for all enthusiasts and owners.