Automaker Volkswagen has been quite busy in the mobile space lately, having launched iPhone applications and a new mobile site, as well as dabbling with mobile advertising.

In conjunction with its announcement of the new Scirocco R sedan, Volkswagen launched the Scirocco R 24H Challenge for the iPhone and iPod touch. The racing game debuted Sept. 15, the same day Volkswagen announced the new car at the Frankfurt Motor Show (see story).

Another iPhone racing game, Volkswagen Polo Challenge, chalked up more than 820,000 downloads in March. Volkswagen's Polo debuted at the Geneva Motor Show on March 3, supported by the mobile racing game for the iPhone and iPod that went live in the Apple App Store on the same day (see story).

The automaker's most recent addition to its mobile strategy was its WAP site at http://m.vw.com. Mobile Marketer's Chris Harnick spoke with Charlie Taylor, general manager of digital marketing and motorsports at Volkswagen, Herndon, VA, about the brand?s mobile marketing plans.

Here is what he had to say:

How important is mobile to Volkswagen?s overall marketing strategy?
Our mobile site was not developed to address a specific challenge or audience. We see it as an integrated component in our overall marketing strategy.

Companies that treat mobile as a separate channel, requiring separate and distinct strategy, are missing the point a bit.

Successful mobile activities harness the power of mobile to deliver on core brand objectives that can?t be achieved through other media.

Using the channel successfully means integrating mobile into the larger brand platform and emphasizing it in areas where it can have greater impact.

Why should other automobile companies embrace mobile and what has the platform done for Volkswagen?
I think other automobile companies have embraced the channel and to a greater extent than many other industries. They see the same values we do ? immediacy, intimacy and presence at the point of need.

As we?ve only been live for a couple of weeks, it?s hard to say what the platform will do for Volkswagen, but the response so far has been very positive.

What?s the strategy behind the launch of Volkswagen?s mobile site?
This first version of the Volkswagen mobile site is focused on utility, simplicity and point-of-need.

We see the site as the hub and primary destination for all future mobile marketing activities, as well as an extension of traditional campaigns.
 
What?s the target demographic?
From a behavioral standpoint, the current focus is on prospects, but look for significant activity aimed at our owners in the future.

From a demographic standpoint, our drivers and prospects represent a broad spectrum.

With that in mind, our site is optimized for a range of users and devices, and we only see the user profile expanding in the coming months.
 
Why add ringtones and wallpapers to the site?
Volkswagen has always been more than just another auto brand.

Almost everyone has an emotional relationship with our cars and we wanted our mobile site to reflect that.

It is certainly not the most utilitarian section of the site, but we felt it was true to our personality.
 
How is the mobile site being marketed? Online ads? Mobile ads?
Mobile media and search will be a part of our future campaigns, as will SMS calls-to-action. Rather than actively driving traffic to the site for its own sake, we will be using it as a key channel in future model launches and promotional activity.

On the site, consumers can search for deals, look at different features of the car, get quotes, find retail locations and click-to-call. They can basically create their dream car using the mobile site as a shopping assistant. How could this be seen as mobile commerce?
According to J.D. Power and Associates, 2008, 18 percent of auto shoppers are now using mobile within the auto shopping process. 

We tend to look at the auto shopping process occurring over a six month time frame, and now more than ever, consumers have endless data at their fingertips. I call this consumer control. 

Consumers draw on many channels within the auto shopping process. Mobile plays its strongest role in the lower-funnel utility of checking inventory and exploring trade-in values, often times when consumers are standing on our dealer?s lots.