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Volkswagen Group of America CEO Jonathan Browning on the decision to advertise during the Super Bowl and why he expects growth in 2013.
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Well to talk about how cute the little kid is in the a Volkswagen Super Bowl commercial that aired a couple years ago that was the 2000.
Eleven game 32 spots during this year's Super Bowl are sitting at approximately three point eight million dollars in VW's back fourth consecutive year.
This time the theme is get happy.
Jonathan Browning is the CEO and president of Volkswagen group America's -- with us now.
For Virginia talk more about this good to have you sir that was -- -- dad and I know.
Was looking at the version this year and YouTube bank USA today -- a big write up -- saying they had a hundred takes about product 102 SeniorNet.
For something that's supposed to cost the company like ten million dollars is that even close terms of accuracy of the numbers ten million dollars.
Not gonna go into the numbers specifically but I think you have to see this Super Bowl in the context of all the communications going on.
-- over the course of the year and the Super Bowl is certainly one of those.
Key moments in terms of the attention of the nation but it does have to fit with -- everything that you do as a ground and engaging with a marketplace.
I'm curious as to what you're meeting you sound like of the discussions are before you put together these.
I -- obviously you get the price we reported that three point eight million dollar 32 spot and you did some calculations say.
Well there's a lot of money we're gonna spend a ton of money the most watched television event we're gonna get a ton of eyeballs but how what metrics to use to calculate whether or not it's worth it every year.
Yeah there's there's a whole number of different perspectives that you can look at obviously the as the communication itself and we do a lot of pre testing.
-- how does that message come through the like ability of the relevance the appeal.
How much it stands out from -- the -- but.
And very importantly.
Because the simple isn't just a single guy and we'll -- that really expanded the engagement with a marketplace over related to week horizon we can look at.
That the engagement on YouTube to social media comment but also -- How do overall business momentum develops -- You had to sign a real flopped like -- that that ad was funny and it was got a lot of attention the -- -- thing to -- If you but what that was about -- stock because some of the ads do a mean you lose millions on that mean because it cost so much money and everybody talks about different ads -- not yours and pretty big risk are now.
I mean what you have to do is make sure you if you eliminate all the risks that you can obviously there's never.
The opportunity to limit -- -- respect it's a creative process you have to -- you have to -- it properly but.
When you look at the the track record that we've built I think at least.
For the -- -- -- brown you can say -- would go to a good momentum in terms of not just.
Super -- communications but had a business in total was developing.
That gives you some reassured.
-- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- What about the US economy and your plans.
Or to be hiring US workers this year will you be adding US workers or subtracting them 2013.
Well if you go back to 2000 night we laid out a long term growth -- for the US -- not first phase of growth -- -- -- billion dollars investment in product.
In infrastructure new -- as you say in Chattanooga.
The last -- we added further employment -- that's approximately 3000 jobs in total.
That was a big step forward that would -- -- building on that further.
Just tonight's and in -- his -- destroyed earlier this year that we would be.
Going through another wave of investment five billion dollars between now and 2015.
For the North American region in total -- Strong commitment by the global organizations -- US and I'm really deeper and deeper engagement in the North American region.
-- here in the United States Jonathan Browning from a Volkswagen moloch Super Bowl -- thanks for coming up.
President VW includes VW outlay but also -- -- member Gainey and.
We've got me dot.
Person you love your end it.
Welcome forty year sells record -- happy -- -- last year in the US home loans -- high end vehicles.
Or how desperate -- in these days a week tip well joining didn't want me to.
