Volkswagen Teramont Celebrates Success with 1:2 Scale Lego® Model in Dubai

Creating Unique Experiences in Marketing

They say that marketing isn’t just about selling a product but creating a unique experience for a potential buyer at each step of the product purchase process. This experience needs to continue even after the product has been sold, not only to surmount the competition but to maximize emoluments from the customer.

Volkswagen Teramont: The Best-Selling Family SUV

The Volkswagen Teramont, the brand’s only family SUV in the region, has also been its best-selling model since its launch three years ago. To commemorate this feat and cherish this time period, Volkswagen has showcased a 1:2 Lego® scale model of the SUV at Al Nabooda Automobile’s showroom in Dubai.

Details About the Lego® Model

This blue-colored model is crafted from 155,000 Lego components and takes its form after 111 hours of diligent craftsmanship. It tips the scales at 580kg, making it 3.5 times lighter than the actual model. The car was sanctioned by VW, which collaborated with Lego® Middle East for its ideation and construction.

Engaging Customers at the Dealership

The aim is to provide fun to the customers who visit the dealership to view and test-drive the Teramont. This initiative promises an ecstatic experience for buyers of not just this model, but also other VW models available for sale, such as:

• Golf GTI
• Passat
• Tiguan
• T-Roc
• Commercial vehicles from VW

Dimensions and Viewing Opportunity

The most fascinating aspect of the car is its dimensions. It measures 256cm long, 122cm wide, and 92cm high. Visitors can view this impressive model until the 3rd of November at the Al Nabooda showroom. The unveiling of the car was performed by VW Middle East’s Managing Director Victor Dalmau and Head of Marketing at LEGO Middle East, Urszula Bieganska. For them, it was a matter of pride to witness the successful execution of the project, managed by master Lego modeller Luke Reveruzzi.

Statements from Volkswagen Executives

“Being our best seller, we wanted to pay tribute to our Teramont and thought that a 1:2 LEGO replica would be a unique and nice way to do it, enhancing our partnership with LEGO Middle East. This incarnation of our most loved family car accurately captures the unmistakable design of the Teramont,” said Victor Dalmau.

“Our initial collaboration with LEGO was centered around how we can add value and joy to our customers’ After Sales journey. The projects we’ve created have received such a warm response. It has brought a fun, entertaining element to our services,” concluded Egemen Adiyaman, Group Services and After Sales Director at Volkswagen Middle East.

“Championing innovation and creativity is something that both LEGO and Volkswagen are passionate about. It’s no surprise, then, that our partnership is helping create a unique experience for Volkswagen customers to engage with the Teramont in a completely new way,” added Urszula Bieganska.

Creativity and Future Innovations

Lego can be credited with devising some of the world’s best engineering marvels. In the past, several Ferrari and Bugatti models have been built using Lego blocks while keeping the core design of the original product intact. The level of craftsmanship required to create something so exquisite and exclusive is unimaginable. Such projects not only highlight the brands but also bring out the child in us, opening doors to unlimited creativity. This raises the question of whether the engineers at VW should consider integrating a battery within the Lego Teramont’s body to provide it with locomotion.