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XL1
Intro
td for VMYMay 2013Page 2
“VOLKSWAGEN WILL BRING THE FIRST
1-LITER-CAR
INTO PRODUCTION.“ (2002)
Ferdinand Piech had a vision
Introduction
 After Mr. Piech formulated his vision of becoming
the first company to launch a 1-liter-car in batch
production in 2002, Volkswagen has now
produced a small batch series of the XL1 –
Volkswagen’s 0.9 liter car.
 The XL1 represents the technological lighthouse
of Volkswagen and originator of the “Super
Efficient Vehicle” segment.
td for VMYPage 3 May 2013
 Be the most sustainable brand in 2018
 Be the first with a 1Liter vehicle in market
 Bringing XL1 to the customers – before official market launch
The 1-Liter-Car
td for VMYMay 2013Page 4
1L L1
back then… …today
2002 2009 2011 2013
XL1 series-near XL1 mini-series production
td for VMYMay 2013Page 5
The XL1 only uses 0,1l per 100 km and is therefore the most economical production vehicle in
the world. 10 liters of fuel and a battery capacity of 5.5 kWh enable 550 km of total range.
The drag coefficient of Cw 0,189 makes XL1 the most aerodynamical production vehicle of all
time with top speed reached at 160 km/h.
XL1 – Today
The body of the car is made of carbon fibre strengthened synthetic (CFK) with a result of a
total weight of only 795 kg.
The high-strength and at the same time extremely light weighing CFK-Monocoque fulfills every
security requirement – airbags, crash tubes and vehicle impact carriers safe the passengers in
case of emergency.
An e-motor and a 0,8l 2-cylinder-TDI build the engine modulus which is translated by a 7-gear-
transmission. Using the e-mode the car goes up to 50 km completely emission-free.
EFFICIENCY
ENGINE
AERODYNAMICS
LIGHTWEIGHT
DESIGN
SECURITY
v
Buzz
Suchanfragen
treiben
Aktivierung und Steuerung von Community &
Content- Community-basierter Launch
31.05.20136
Owned MediaEarned MediaPaid Media
Digitale
Medien
Search
Social Media Hub
Volkswagen
Diskussion
anregen
Road Shows VW.com,
Showrooms,
Fairs Integration
Think Blue.,
e-Mobility
XL 1 Hub
Fans aktivieren
Top Multiplikatoren Local Heroes
Presse
Conversion Funnel
td for VMYMay 2013Page 1
AWARENESS ENGAGEMENT
INVOLVEMENT
AIs
2.5%
Ad clicks UVs Registers Ideas Applicants
Qualified
test driver
1,662,613* 40,904* 1,21843,458 1,075 579 506
2.8% 41.5%
Time: 13.05. – 29.05.
*Mediacom: 13.05. – 28.05.

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130530 xl1 intro

  • 2. td for VMYMay 2013Page 2 “VOLKSWAGEN WILL BRING THE FIRST 1-LITER-CAR INTO PRODUCTION.“ (2002) Ferdinand Piech had a vision
  • 3. Introduction  After Mr. Piech formulated his vision of becoming the first company to launch a 1-liter-car in batch production in 2002, Volkswagen has now produced a small batch series of the XL1 – Volkswagen’s 0.9 liter car.  The XL1 represents the technological lighthouse of Volkswagen and originator of the “Super Efficient Vehicle” segment. td for VMYPage 3 May 2013  Be the most sustainable brand in 2018  Be the first with a 1Liter vehicle in market  Bringing XL1 to the customers – before official market launch
  • 4. The 1-Liter-Car td for VMYMay 2013Page 4 1L L1 back then… …today 2002 2009 2011 2013 XL1 series-near XL1 mini-series production
  • 5. td for VMYMay 2013Page 5 The XL1 only uses 0,1l per 100 km and is therefore the most economical production vehicle in the world. 10 liters of fuel and a battery capacity of 5.5 kWh enable 550 km of total range. The drag coefficient of Cw 0,189 makes XL1 the most aerodynamical production vehicle of all time with top speed reached at 160 km/h. XL1 – Today The body of the car is made of carbon fibre strengthened synthetic (CFK) with a result of a total weight of only 795 kg. The high-strength and at the same time extremely light weighing CFK-Monocoque fulfills every security requirement – airbags, crash tubes and vehicle impact carriers safe the passengers in case of emergency. An e-motor and a 0,8l 2-cylinder-TDI build the engine modulus which is translated by a 7-gear- transmission. Using the e-mode the car goes up to 50 km completely emission-free. EFFICIENCY ENGINE AERODYNAMICS LIGHTWEIGHT DESIGN SECURITY
  • 6. v Buzz Suchanfragen treiben Aktivierung und Steuerung von Community & Content- Community-basierter Launch 31.05.20136 Owned MediaEarned MediaPaid Media Digitale Medien Search Social Media Hub Volkswagen Diskussion anregen Road Shows VW.com, Showrooms, Fairs Integration Think Blue., e-Mobility XL 1 Hub Fans aktivieren Top Multiplikatoren Local Heroes Presse
  • 7. Conversion Funnel td for VMYMay 2013Page 1 AWARENESS ENGAGEMENT INVOLVEMENT AIs 2.5% Ad clicks UVs Registers Ideas Applicants Qualified test driver 1,662,613* 40,904* 1,21843,458 1,075 579 506 2.8% 41.5% Time: 13.05. – 29.05. *Mediacom: 13.05. – 28.05.