Volkswagen e-Golf Tagline: “One Drive And You’ll Almost Forget It’s Electric”

JAN 8 2015 BY ERIC LOVEDAY 78

Volkswagen e-Golf

Volkswagen e-Golf

Properly advertising electric cars seems especially difficult for automakers who’ve spent the past decades marketing only ICE automobiles.

Such is the case here with the tagline Volkswagen has chosen to apply to its e-Golf:

“One drive and you’ll almost forget it’s electric.”

This Tagline Doesn't Sit Well With Electric Vehicle Enthusiasts

This Tagline Doesn’t Sit Well With Electric Vehicle Enthusiasts

That single line has created quite a stir among the electric vehicle enthusiast community.

The typical reactionary response to VW’s tagline is that forgetting it’s electric is impossible.  Electric is what takes the standard Golf to a higher level.  Once you’ve driven electric, you never go back, so VW stating that you’ll forget it’s electric misses the point entirely.  Some of the reasons for going electric are greater refinement, smoothness in power delivery and an all-around more enjoyable driving experience.  You certainly don’t want to forget these attributes of electric cars.

If we could modify VW’s tagline, while keeping most of it still intact, how should it read?

“One drive and you’ll….”

Let’s give VW some assistance by completing the line above with a proper ending.

Categories: Volkswagen

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78 Comments on "Volkswagen e-Golf Tagline: “One Drive And You’ll Almost Forget It’s Electric”"

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SIvad

To really market their EV they could do what they did with the i8 and pipe in an exhaust note through the speakers. Then to make people really forget they are driving an EV they could vibrate the seats and create a software lag at the throttle. Then every 4,000-5,000 miles have a dash notice come on that you can’t turn off until you take it into the dealer.

David Murray

+1

kdawg

Yes, it could have been worse. They could have asked the guys from Top Gear to make an ad.

http://www.topgear.com/uk/videos/64473483001

MDEV

+1 but some smoke essence will be really nice.

Aaron

Given that it’s a VW, that is appropriate.

krona2k

Nailed it. These companies and/or advertising agencies just don’t get it yet. Why don’t they actually try driving their product?

David Murray

This sounds like another marketing exec who believes that people who drive electric cars do so only because they are tree huggers. They assume we’d all much rather be driving F-350 Dually pickup trucks, but because we love the environment so much, we’ll give that up and drive some little electric car that we really don’t like.

This is the mentality I’ve found many times when talking to people about electric cars and they don’t realize that driving an EV is its own reward.

Open-Mind

Yup. This is a total marketing FAIL, even by EV-marketing standards.

kubel

Agreed. Environment was on the bottom of my list of reasons for leasing my LEAF. None of Nissan’s marketing materials really drew me to the car, because they were all mostly geared to hippies and treehuggers. The fact that EVs can now appeal to more than just environmentally motivated buyers is a great thing- but none of the manufacturers seem to want to capitalize on that part. Are there really so few of us who get EVs just because they are superior? Another sort of unrelated point to mention is that after getting my LEAF, I *became* more environmentally conscious.

vdiv

“One drive and you’ll wish you can afford a Tesla” 🙂

Brian

+1

David

+1

Roy LeMeur

+1

Rick Danger

+1

pk

+85

electric-car-insider.com

I didn’t think it was possible to top vdivs comment

Josh Bryant

Competition over, we have a winner!

jec

“One drive and you’ll know Electric is the future”

kdawg

or reworded

“One drive and you’ll know the future is electric.”

(or “gas is the past”)

James

“One Drive And You’ll Almost Forget That 99.999% Of Our Cars Burn Expensive Liquid Fuel And Are Overpriced While Making The Air You Breathe A Health Hazard!” – The Germans

James

“One Drive And You’ll Almost Forget All The Other Crap We Make!” –

Brian

One drive and you’ll never go back to gas.

David

One drive and you’ll realize how much better driving electric is than driving gas cars.

PVH

Still despites all this so few people do buy electric cars. I came to understand this vast majority better. When the Model S came out I was daydreaming about the day I could afford one. Then eventually my slow mind figured out that my reliable turbo diesel car that I considered so “has been” was regularly achieving 600 miles on one fuel (diesel) tank. Had long range/high speed travel capacity (Europe) that a Tesla (even D) could only dream of. That for less than USD 30K when purchase new, so about the cost of minor body damage repairs on a Tesla. I still think BEV is the future but it will take many more years.

electric-car-insider.com

Sorry PVH. Your diesel still stinks. You may have gotten over that little nuisance, but everyone you drive by notices.

Unfortunately, the smell is not the real problem. The missions and particulates from diesel are carcinogenic.

If you had to pay for the cancer your car causes, you couldn’t afford to drive it.

PVH

I agree with you but not to the point of changing my driving habits, like 99% of us (stupid) diesel ICE car drivers with that ridiculously high range we are used to. I will wait for the “less than USD 30K and more than 400 miles range” BEV that will come one day. Until that day a PHEV might be the most reasonable purchase I may do as not to arm the planet too much, mainstream car makers understood this right it seems.

James
Not to mention the blue urea compound you have to drive to the dealer to pour into that diesel beast to label it a “clean diesel”… Seems 99.9% of diesel drivers forget the dirty diaper they emit out their exhaust pipes that my family has to breathe as he/she goes by. If that alone is not worth that horribly high price of clean-emissions, and that person hasn’t listened to too many BBC broadcasts of Top Gear knumbskulls who fail to see even coal-sourced electricity is cleaner and more economical than petrol… Perhaps they can stop sinking their Ostrich-sized heads into the ground, or using the “everybody else is doing it” excuse our mothers taught us is shameful, and just admit that hydro-fracking for oil and gas ruins groundwater used for drinking – and meg profits from driving his diesel pig go to embolden and empower people worldwide who do not value his ideals of democracy and freedoms for all. Maybe, and then – just maybe, people like this will consider the price to pay for clean, sustainable transport not so costly after all. And if that doesn’t do it – then again, they can think about the soldiers who are… Read more »
kdawg

PVH, you’re missing the point of EV driving. It’s just a better experience overall than driving on gas. I don’t know if you have test driven an EV, but I suggest you do.

Lou Grinzo

This, x1000.

This is the market psychology point I keep making over and over: The biggest short-term hurdle for EVs isn’t technology or economics, it’s the gross misunderstandings people have about EVs. I routinely run into people who think EVs can’t be driven in snow or cold weather, or they have a 20-mile range, or they can’t climb significant grades.

This is also why I keep pleading with my fellow EV drivers to do everything they can to be good ambassadors for the technology. Be truthful, be patient when you hear ridiculous question #783 for millionth time, offer to give people drives, etc., and above all tell them how much fun it is to drive an EV while saving so much money on fuel.

As someone (Will Rodgers? Mark Twain?) famously said, “It’s not the things you don’t know that will get you into trouble, but the things you know that just ain’t so.”

Tom Rapoza

That’s exactly why I consider it my sworn duty to leave every ICE car in the dust at every traffic light…which I do on a regular basis. I’ve only been beaten off the line once…by a Tesla. 😉

James

@PVH – You’ve cracked open a huge topic there. It’s tough to see the forest for all of those darned trees! Modern consumerism sees two inches in front of their face, whilst buying electric runs deep into the very fabric of what is wrong or right with society.

People like you who are shortsighted buy tonnes of Chinese products because those domestic ones cost so much! Then, they go out and buy more cheap Chinese products in a year or so after they break! It’s false economics, PVH – why people don’t adopt hybrid cars, PHEVs or BEVs faster. They, like you – only see the sudden benefit out your wallet instead of the longer road of cost-and-effect. Buying an electric car means less service, less maintenance. That diesel pig you drive has hundreds of moving, oily parts that will need replacing and servicing. Regenerative brakes last much longer than those you have. This means war on those companies that have been suckling from the replacement part, oil change and service dept. teet for generations. You buy a BEV with one moving part in it’s powerplant, and you’re not only cleaner – but fiscally wiser in the long run.

PVH

James, quite agree with you, short term view consumerism is a plague. But look around, sadly this attitude is allover the place, more than ever I would say. If most of us were not short term consumerist a company like Tesla would right now focus all its research & development might on producing the long range affordable BEV (model 3). instead of that, what do they do is preparing for market a “falcon wing” SUV and a “0-60mph in 3.5 seconds” car. So “cool” cars (toys for grow-ups basically, come on who needs “falcon doors” unless u want to impress your neighbour) that are specifically aimed to the short sighted consumerists we seem to be.

electric-car-insider.com

Tesla is smart enough to build cars that head to head compete in the marketplace and generate enough revenue to pay for the R&D for mass-appeal price point cars.

Brian

In PVH’s defense here, wouldn’t keeping an older car be much better overall than junking it and buying that shiny new eGolf? If he keeps his diesel around for a few more years, he might find that the infrastructure growth combined with battery improvements actually make a BEV palatable to him. Maybe it takes another iteration – drive another ICEV for another 10-15 years. Then it will be a no-brainer!

Mike

PVH, what is your “daily” range?
Remember, that’s all you need to be concerned with, with an EV. Because you recharge every night.

For most driver’s they’ll only be recharging a short 20-40 mile range equivalent. I would guess most drivers will do a full recharge less then 10% of the time.

PVH

Many, about 25K miles per year. Each month a 600 miles trip & return (1200 total). I agree a 100 miles range (typical affordable EV range) is fine for most people (daily commute) and that I belong to a minority. What I want to emphasize here is that we have been spoiled by years of “long range” cars (ICE). I for example often read here that little commercial success of Tesla or other lectric cars in Germany is due to loyalty to German brands. I think this is only part of the truth. Other factor is that in large part of Europe and in Germany more than other parts of it, long range driving is done by setting its speed control at 80-85 mph for 3-4 hours in a row (speed limits being still enforced so and so in many places or not at all). Something electric cars are not good at. I am part of those drivers and have to face that this era will come and end soon. I am also aware than in many part of the world this is not possible so EV should be more easily adopted.

James
So you need a Chevrolet Volt, or an Opel/Vauxhall Ampera. The EREV, as GM calls it, or PHEV as you may call it – are a bridge technology for guys like yourself. When you say 95% of your driving is shorter trips, you’re all electric – and contributing to clean air for all to breathe. When you need the gasoline for that extra 200 miles, it’s there to allow no stopping for recharging. Europeans talk big about global warming, something that is still debatable in the USA, where many believe it’s not as much human-caused as a normal cycling of the earth’s temperature over millions of years. While Germans plaster solar panels on everything, they cannot seem to make the connection to power their cars with them! You would think with the “superior” engineering minds of Germans, for instance, that they would have an answer to the Volt/Ampera by now, since it’s been available in the marketplace for 4 years now. But they haven’t. Best so far is BMW, who took a shot, but fell way short with the i3. They even hired GM’s Frank Weber, a German, to help. But i3 is expensive and merely a city/commuter car. It’s… Read more »
James

When Stuttgart or Berlin start to look like Beijing or Los Angeles where you have to cut the air you breathe with a knife – perhaps then you’ll see the err of your ways and find a way to be part of the solution and not the problem. City populations are going up and experts predict the number of “supercities” or cities with a population of 10 million or more to rise from today’s 28 to 41 in a decade or so.

But by then, will it be too late? Will my kids be laying on the ground like beached fish gasping for air because it just cost too much and was an inconvenience to buy electrically-assisted automobiles?

electric-car-insider.com

James, you write some of the most clear, compelling comments I have the pleasure of reading.

Thank you.

Calitran Dresdener

James,
I can’t remember if you personally still think anthropomorphic global warming is debatable or not. Regardless that supposed debates continue here in the US, there is no debate on this any more in the scientific, meteorological world. Not looking to spark you to a debate on this if you think AGW is a myth but just to note that is one incorrect statement in your post.

pjwood

PVH isn’t a diesel part, like the recalled EGR, or DSG, is it? My head is still spinning from all the DPF and HPFP problems. Oh, you can replace them.

PVH

I agree turbo diesel is hugely complicated & dirty. I would most welcome BEV for its simplicity and cleaness. However I doubt masses will switch from ICE to BEV because of environment awareness. I believe BEV will eventually win mainly because of the economics of it (low maintenance, cheap energy) and partly because of better driving experience. But that time hasn’t arrived yet.

ESepulvedaBlvd

+1 for the memories!

Back in the 1970’s, I bought and sold (and made college fund bucks) a few VW Rabbit diesels. I would fit them with an auxiliary gas tank that fit in the spare tire space. Albuquerque to LA (1000 miles on the nose), no stopping!

After my experience with the amazing disappearing range Leaf and the unsafe at any speed BMW Active E the only reason I’m still primarily driving electric is that the Fiat 500e’s I current own were so darn cute and they are golf cart cheap.

However, you can bet there’s an ICE vehicle parked next to each one. Got to start them once and a while to keep them lubed.

I agree with you that it will be a while before the EV can hope to supplant the amazingly convenient tech that is the ICE vehicle, but then the fall of Western Civilization is happening much quicker than I reckoned so anything is possible.

Calitran Dresdener

ESepulvedaBlvd,

Your moniker sparks a memory for me. In the late eighties I stopped over in LA for 2 days, my only visit to your city, and was picked up at the airport in a 68 green Corvette and headed to Sepulveda along the Ventura Highway. I felt like I was experiencing the world the depicted on an Eagles album.

Anyway, I think PVH gets the benefits of the EV. It just isn’t economically feasible for him now, regardless of the superiority of electric drive.

And for now, like you have an ICE to back up your preferred BEV driving, I’d bet most family BEV owners are like you. So for one car owners, the beauty of Chevy’s EREV is spot on.

Anyway, thanks for sparking a good memory.

David
I had a diesel, VW Golf TDI. Loved it. One of the best and most fun cars I’ve had. I like the LEAF even more for some similar reasons. I loved driving the Golf. Diesels have awesome torque. No need to mess with a bunch of gears, just punch it whenever and very quick power. BEVs are like that but even more. Instant power, no fuss. Its very spoiling how responsive they are. To me driving a BEV is like driving the best part of a diesel but even better. My Golf would go almost 600 miles between fill ups, but I rarely used that range. Ok, I’d sometimes fill up once a month. Now I “fill up” every day, but its effortless. I don’t have to bother with going to a gas station or preventing diesel spills. BEVs are also very simple mechanically and should be more reliable than even reliable diesels. Its easy to ignore maintenance requirements of any ICE that isn’t necessary for a BEV. PVH, you sound like someone who’s decide to make a stand anti-BEV. I’d encourage you to have an open mind and try one. Its not a diesel, true. Once you get over… Read more »
pjwood

Engines have gotten pretty quiet. Apart from the impossible to eliminate vibration, I think another electric reality is the ratio of where they put their power down vs. speed. It’s a place you won’t “forget” you are driving an internal combustion engined car, if you try an electric.

I test drove a Tesla P85D, Monday. I felt like the seal slammed by a great white, from underneath. It was such a riot, that I will never “forget” how ICE hasn’t got it down low. Maybe with a Lamborghini, I “almost” will, after I catch up.

danpatgal

“One Drive Is All You’ll Get Before Your Spouse Takes It From You.”

electric-car-insider.com

One drive and you’ll realize that you’re never too old to fall in love again.

Brian

Sounds more like a Subaru tagline to me. It would be a nice complement to “Love: It’s what makes a Subaru a Subaru”. If they ever make an EV, that is.

Anon

“One drive and you’ll see how we sucked all the excitement and joy out of owning what could have been, a compelling EV.”

Calitran Dresdener

True or not, that is very funny!

Scramjett

“One drive and you’ll wonder why we didn’t go electric years ago*”

*Disclaimer: We actually did go electric years ago but then companies like GM, etc did a half assed job leasing/selling them, took the cars they did lease back and crushed them.

ffbj

On a positive note:
One drive and you will be electrified.
One drive and you will drive down to electric avenue.
One drive and you will be charged up for good.
One drive and you will enter the current.
One drive and you will switch to electric.

Scramjett

Those are pretty good! I think I like your first one best though.

kubel

“One 83 mile drive, and you’ll realize we made almost zero improvements to range since the LEAF was released 4 years ago”

PVH

Painly true…

pjwood

You’re only realizing what your car company has yet to do for you. You already admitted that, PVH.

The company, VW, is atop this thread. They are the ones choosing to supply another sub-100 mile EV, this late in the game.

mr. M

You dont know anything about the range of the old Golfs. VW once had a electric Golf with a 100km NECD range (around 40-50 miles EPA?). That was 20 years ago or so.

So VW made good improvements 😉

pjwood

…against VW’s own products maybe.

Making the battery lighter is much more important to VW, than range. They wouldn’t dispute that, and it is why you won’t find their PHEVs, or BEVs, have decent range, versus peers. There’s too much to be made in “spec oils”, and other things that break.

Richard

mr.M… the Chevy Bolt is a realty.. 200mi range for $30K is a real game changer, and for the suburban commuter anyway; range anxiety will be pretty much history. I see battery chemistry improving by leaps and bounds to the point where EV range will soon equal full tank ICE machines.

mr. M

Actually i think this is a good marketing add. Not for EV enthusiasts, but normal people. Most common people think its really uncomfortable or at least unpratical to drive electric. This add says it’s not true, thats good! It says it requires only minor changes to drive electric, which is very positive…

Dr. Strange

I disagree, because it gives you no reason whatsoever to go electric. This is like saying, “Buy Tide. Surprisingly, it is no worse than our other soap brands.”

mr. M

And by the way, the gas Golf is already one of the most silent cars.

Paul L

One drive and gosh darn it I could have had a V8

Trace

One drive and you’ll forget we ever made plaid seat covers.

nys

I love GTI plaid seats.

Speculawyer

“One Drive And You’ll Almost Forget It’s Electric” . . . Wow. That has got the be the WORST electric car ever then.

I guess it smokes, has a lurching transmission, makes a lot of noise, vibrates, costs a lot to fuel, etc. No thanks.

Dr. Strange

Wow. Another E-car maker making it easy for Tesla. Next, the CEO of VW will come out and say “and I hope you don’t buy one”.

Tim E

One drive and you will pass gas.

Calitran Dresdener

Pptthhhhhh. It wasn’t me!

Dr. Strange

The more I think about it, the worse this is. Are you sure this didn’t come from The Onion? They can’t have hired marketers this bad. They start off with a tag line apparently intended for folks who haven’t a clue what an EV is like (granted, this is most people), encouraging them that the car is “almost as good” as a gas car. And then as supporting evidence of why you should get the more expensive EV instead of the gas version, they tout “three regenerative braking modes”. What?? That’s why I go electric, because there’s not one, but three regenerative braking modes? Even half of EV drivers probably don’t understand the value of that, let alone the unwashed masses of ICE drivers. This campaign is DOA. I feel less inclined to get one now, just based on the stupidity of this marketing.

pjwood

“Who killed the Electric Car”, and the marketing found within, lives on. To be surprised at the reason the preeminent marketer of automobiles would use “almost”, requires nothing more than a re-telling of the movie.

It used to be easy to find it on YouTube, but looks like Sony pictures has pulled many of them, and is asking $9.99.
https://www.youtube.com/watch?v=vRnUY6V2Knk

Anyone else have a link?

Miggy

Drive into the future, save money and the world. Drive an EV.

EV

LOL

horrible line

electrical unlimited inc

One drive, so you can stop wondering.

electrical unlimited inc

One drive, and you instantly remember the classic ‘Beetle Snow Plow Driver Commercial’ from the sixties.

jbro

One drive and you’ll forget to support terrorism.

electrical unlimited inc

One drive and you will be in paradise, whatever you ‘fuelled’ around with in your past.