Tapping into both the zeitgeist of experiential marketing and the lasting influences of the Bauhaus, German car manufacturer Volkswagen is attempting to inject some life into the test drive and is promoting the 2019 Jetta with “Jetta Haus,” a series of pop-ups across America.

“The Jetta Haus events allow drivers to experience the progression of Jetta in a way that captures the vehicle’s vibrancy and timeless fun-to-drive appeal,” said Derrick Hatami, Volkswagen North America’s executive vice president of sales and marketing, in a press release. “We are excited to connect with guests across the cities at our open-house party.”

Featuring live music performances by artists local to its locations in Chicago, Miami, New York and Los Angeles, Volkswagen treats the launch of its new car as “an interactive art car experience.” For interested car buyers, the company offered the chance to get behind the wheel of the car before distribution to car dealerships.

 

Volkswagen, however, doesn’t intend to limit the experience exclusively for those interested in purchasing the new Jetta model. Partnering with SiriusXM and Beats by Dr. Dre for music, as well as Red Bull for beverages, Volkswagen is treating Jetta Haus as more of an Instagram museum than a product showcase.

“It’s a stunning backdrop for you to win the weekend’s social updates,” the company urged to the public, pushing for social spread.

Besides the car itself, Volkswagen highlights the “Betta Lab” as the centerpiece of the experience. Treating the Jetta as the theme to the art experience, the two-room space promises “light, sound and motion, inspired by the Jetta’s turbocharged power, its available 10-color ambient lighting and available premium BeatsAudio sound.” Also featured in all four pop-up locations is an arcade with “hit retro games.”

“Every generation of Jetta, since its introduction in 1979, was built pragmatically to meet the needs of drivers of the time,” the company stated.

Caught in the Sunday Scaries @vw #jettahaus

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To infinity and beyond #jettahaus @vw

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