Founded in 1936, Drift Bridge Group has been a Volkswagen retailer since the early 70s. With the launch of the Volkswagen Golf – the latest evolution of a modern classic and winner of World Car of the Year 2013 – Drift Bridge undertook an exciting project to mark the occasion.
“The Mk7 is a game changer,” explains Paul Baker, Sales Manager at Drift Bridge Volkswagen. “We knew we had to do something remarkable to celebrate its launch this year, so we teamed up with Creative FX, who we’ve worked closely with on previous wrapping projects and decided to create an exciting chrome wrapped version of the Golf, and film the entire process.”
The finished video shows the intricate process involved heating and stretching the specially manufactured chrome over the curves of the Volkswagen to create a flawless finish. “People are fascinated with finding new ways to personalise their cars and vinyl wrapping offers the possibility to instantly transform the look of a vehicle without the price tag of a new vehicle,” explains Sean Davis, Managing Director at Creative FX. “With chrome wrapping such a popular trend, it’s little wonder the YouTube video has racked up so many hits in just a couple of weeks.”
Whilst the European automotive market has experienced a drastic drop in demand over the past couple of years (car sales fell to a 19-year low), the UK is the only major market to see an expansion, with a 10.3pc rise in new car registrations in 2012, according to European Automobile Manufacturer’s Association. But Baker believes its not enough for the retailers to sit still: “As European manufacturers react to the market by producing ever more fuel-efficient, cost-saving, economical cars, franchisers need to respond with an equal level of innovation.”
Davis agrees: “Thinking outside the box, by collaborating with other businesses is the best way to attract new customers. There are so many possibilities with wrapping and you can’t help but stop and stare at a chrome vehicle.”
On display at the Drift Bridge showroom in Epsom, Surrey, the chromed Golf is a arresting feature in the showroom, which has been newly refurbished as part of Volkswagen’s modular design concept rolling out across its retail network. Baker says whether you love it or hate it, the wrap is already attracting quite some interest. “The showroom is located on a busy corner so you can’t miss the striking window display. The chrome emphasises the Volkswagen’s lightweight, sporty new model and it is certainly turning heads!”
You can see the YouTube video here: http://www.youtube.com/watch?v=ohEslviXrQo