Volkswagen Commercial Vehicles challenged Australians to pick the Naked Ute in mass media campaign
No exterior panels. No soft-touch plastics. No clever infotainment systems. Not even a shred of fabric or cushioning on the seats. There’s not a lot left on the skeletal frame of the Naked Ute, bar what matters most.
As part of a multi-platform marketing campaign, encapsulating television, digital and print media, Volkswagen Commercial Vehicles Australia stripped back its award-winning Amarok ute to the bare bones: exposing its tough, reinforced and extensively engineered chassis, free from badges and class-leading Volkswagen design features.
The Naked Ute was then assessed by some of its toughest critics: working ute owners from rural Australia. This ‘blind’ road test saw the Naked Ute driven in a range of off-road environments, designed to test the core strength of the Naked Ute. At the end of the test, the Naked Ute’s pilots were all impressed by its strength and composure; but still stumped as to what model the Naked Ute was. That is, until this week.
Continue reading Stripped bare: Naked Ute revealed as Volkswagen Amarok