By Keith Seume

Advertising for the GTV was typical of the era: psychedelic colours, groovy fashions and a good lookin'gal. SALES FORCE In an attractively-produced dealer guide for the GTV range, EMPI laid out all the details of how the GTVs should be promoted, along with suggestions as to how many examples should be carried in stock at any one time. It was felt that if a dealership sold 100 units per month, then no fewer than nine GTV Sport Sedans (Beetles) and two GTV Sport Coupés (Ghias) should be held in stock. The suggested breakdown of models was three MkIs, two MkIIs, two MkIIIs, two MkIVs and a pair of MkIs Ghias. For a dealership which sold 75 units per month, the quantity was seven Beetles and one Ghia, consisting of two MkIs, two MkIIs, two MkIIIs, just one MkIV and one MkI Ghia. For 50 units, seven cars should be held in stock: two MkIs, two MkIIs and one each of MkIII, MkIV and MkI Ghia. Finally, for a small agency which could be expected to move just 25 units per month, the suggested stock level fell to five cars, one of each Beetle and a solitary Ghia. Each EMPI dealer was required to purchase the GTV kits from Economotors and install them on new cars themselves. The retail cost of the finished product included a sufficiently large price mark-up to make selling GTVs an attractive proposition. As a further sales incentive, it was suggested that the service writer (the man behind the desk in the service department ) be offered a commission on each GTV sold as a result of his efforts and, to this end, it was also suggested that a GTV be on display in the service department of the dealership. Usually, it was only the sales staff who were in line for commission bonuses. The first Volkswagen Annual (and the only one, as it turned out) was little more than a free advert for EMPI and the GTV range Each EMPI agency was issued with a GTV dealer guide. This rare item contained all the sales secrete necessary to sell plenty of GTVs at a profit Published in 1966, the magazine offered the chance to win a MkI GTV kit, but showed a MkIV in the pic (note the BRM wheels !). To help promote the range, EMPI offered full sales back-up, with advertising "matts" (blank press adverts into which the local dealer could insert his own name and address), posters and promotional literature. EMPI's own dealer catalogue contained reprints from road tests published in such worthy magazines as Hot Rod, Popular Hot Rodding and Car & Driver, copies of which were made avalaible to potential customers to give an unbiased view of the GTV range. To further catch the customer's eye, it was suggested that the showroom contain at least three GTVs at any one time, something which Volkswagen itself was not at all keen on. After all, this was not the kind of image which is wished to promote, despite the fact that every GTV sold represented another new Volkswagen on the road EMPI also made the suggestion that the GTVs on display should be built up on darked-coloured models as the paintwork would provide, to quote, "a more striking background for the various chrome and other beauty features of the GTV car. Do not hesitate to use even a black car -it really shows the GTV options." The dealer guide went on to say :"To achieve a strong emotional response from your customers, it is absolutely essential that the GTV cars be kept spotless. They should be highly waxed and detailed even to the degree that the lettering on the tyres be highlighted with chalk or other coloured material. If the customer can see his reflection in the door of the car, he will often immediately see himself in the driver's seat." As part of the sales push, it was suggested that anyone who entered the showroom to look at a new VW should be shown a GTV first of all, regarless of whether he asked for it by name. Ideally, he was to be shown a MkIV GTV, if one is avalaible, and then, if he shows no interest, a MkIII, followed by a MkII, a MkI and finally, but only after he has made it clear that he doesn't want an EMPI GTV, should be shown a basic Beetle. Now you can start to see why Volkswagen wasn't too keen on Vittone's sideline ! All these informations on the EMPI GTVs story come out from the Super VW Magazine nr 98. This feature can be ordered from the shopping place.