Lexis PR is set for luxury VW launch

Lexis Public Relations is set to pick up the launch PR brief for

Volkswagen's luxury car line, codenamed Project D1, according to

industry sources.



It is understood the two parties are tying up the loose ends of a deal

that will see Lexis support the vehicle's unveiling at the Geneva Motor

Show in March this year, followed by the UK product launch in the

autumn.



In November last year the company, Europe's largest car maker, saw

pitches from at least three UK agencies for the business (PRWeek, 30

November 2001). Sources close to the firm indicate the account is worth

a hefty six-figure sum.



A VW spokesman said the company had 'signed nothing with any external

agencies', but he refused to comment on the expected deal with

Lexis.



Nobody from Lexis would comment on the matter.



It is understood the launch covers two different vehicles in the range,

targeted at the prestigious large vehicle market. The launches come as

VW embarks on a radical £19.3bn business realignment strategy to

eliminate model overlap in the Group by 2006.



This plan will see sporty brands such as Audi and Lamborghini separated

from classics such as Bentley, Bugatti.



As a company Volkswagen defends the confidentiality of its PR

activities, and declined to comment on the earlier stages of the pitch

process.



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