Lexis Public Relations is set to pick up the launch PR brief for
Volkswagen's luxury car line, codenamed Project D1, according to
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
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
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