Kim Santos
Updated: Jan 2019
Embedded Files
Common Guidelines and Infractions
Common Guidelines and Infractions
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L - Plural or Possessive Use of Volkswagen - The word Volkswagen, the abbreviation VW, VW trademarks, and VW model names must not be used in a plural or possessive manner. ( Example: Beetle's or Beetles should always be Beetle no matter how many there are.)
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A - The following words and phrases must not be used unless Volkswagen has given explicit written permission, such as in conjunction with national Volkswagen sales events or model/calendar year-end. In those circumstances, these words and phrases may only be used to describe previous model year vehicles:
Clearance • Inventory reduction • Sell-down • Cash backC - Advertising must not state or imply that any Dealer has favored or preferential status or an improper advantage over another Volkswagen Dealer to sell new vehicles. Prohibited words and phrases include, but are not limited to:
Biggest discount • Lowest/lower prices • Guaranteed lowest price • best/lowest price guaranteed • Special pricing/purchase • Special acquisition/allotment/allocation • Volume discount • Outlet • factory outlet • headquarters • Factory authorized/challenged • Manufacturer authorized/challenged • Volkswagen authorized/challengedD - Advertising must not include the following words or phrases (or words or phrases of similar meaning) that may erode the value of the Volkswagen brand or portray Volkswagen as an “economy” brand:
Blowout, bailout, closeout, clear out • Liquidation • Outlet • Overstocked • Massive reduction, inventory disposal • Beat • Unbeatable • match • meet • honor • Finance anyone/everyone • bad/no credit, no problem • everyone approved • Inventory sell-a-thon • Price(s) too low to advertise • We will not be undersold5
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A - Non-Volkswagen Vehicle Advertising - Advertising must not include non-Volkswagen vehicles unless a specific product comparison with a Volkswagen model is made and the features of the Volkswagen model surpass the competition.
Graphic Guidelines
Graphic Guidelines
COLORS and FONTS
COLORS and FONTS
Headlines Font: VW HeadBody Font: VW TextDisclaimer: Helvetica Neue Condensed light - 12px
Palette
1F4092
FFFFFF
959AA0
272425
Text Colors(Header and Body)
000000
333333
CTA Colors
029DDD
F5842F
Pricing Guidelines
Pricing Guidelines
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B - Prices advertised as “MSRP” must be the Volkswagen-provided MSRP at that time. If a Dealer chooses to advertise a vehicle without destination and handling (D&H), then it must be clearly disclaimed that the shown MSRP and, if applicable, the final advertised price is excluding D&H.
NON-COMPLIANT:2018 Tiguan SMSRP: $24,595
COMPLIANT:2018 Tiguan SMSRP: $24,595D&H: $900Final Price: $26,395
COMPLIANT:2018 Tiguan SMSRP: $24,595**MSRP excludes $900 for Destination and Handling
C - Dealers are prohibited from advertising a discount starting from a price over MSRP (plus destination and handling fees).
NON-COMPLIANT:2018 Atlas Launch EditionMSRP: $37,000Dealer Discount: $5,000Sales Price: $32,000
COMPLIANT:2018 Atlas Launch EditionMSRP: $34,675Dealer Discount: - $2,675Final Price: $32,000
D - Dealers’ advertising must prominently disclose the price of any Dealer-installed add-on/accessory, or any other product/service/fee that must be purchased along with the vehicle. The add-ons can be broken out in the math stack as an individual add-on or multiple add-ons in a cumulative price or added into the MSRP price. It is recommended that all of the add-ons are itemized in the disclaimer close to the final price. Specific to the Vehicle Details Page (VDP) on the Certified Dealer Website, either a hover over, flyout, or copy directly under the math stack may be used.
NON-COMPLIANT:2018 Tiguan SMSRP: $26,930
COMPLIANT:2018 Tiguan SMSRP: $26,930**MSRP includes Dealer-Installed 20” Trenton Wheels for $1,435
COMPLIANT:2018 Tiguan SMSRP: $25,495Dealer Add-Ons: $1,435Final Price: $26,930
F - Any Dealer discounts (e.g., trade ins) and consumer-facing Volkswagen Incentives that are not available to the majority of consumers (e.g., College Grad, Military, Senior, Loyalty Trade-In Offers and other similar programs targeted to a sub-set of the population) cannot be applied or incorporated into the final price as a discount to the vehicle.
NON-COMPLIANT:MSRP: $21,070Dealer Discount: - $4,000Military Offer: - $500First Responder Offer: - $500Final Sales Price: $16,070
COMPLIANT:MSRP: $21,070Dealer Discount: -$4,000Final Price: $17,070Additional Offers:Military Offer: $500First Responder Offer: $500
FAQ
FAQ
- Is Best Price allowed? If so, what is the verbiage that can be used?
- Yes, VW Allows "Get Your Best Price"
- Can this brand have virtual inventory?
- Yes, however, no pricing can be listed
- Are specific colors required?
- Yes - View Graphics Notes
- Are specific fonts required?
- Yes - View Graphics Notes
- Are we allowed to pull OEM images?
- Info Coming Soon
- Can pricing have a strikethrough?
- Yes - 8G - Dealers can only utilize strike-through pricing for MSRP (e.g. “MSRP:
$25,595”)
- Yes - 8G - Dealers can only utilize strike-through pricing for MSRP (e.g. “MSRP:
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