VW woos its young drivers with Saturn-style festival.

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  • Additional Information
    • Subject Terms:
      LONG Island (N.Y.); NEW York (State)
    • Subject Terms:
      VOLKSWAGEN of America Inc. 006972475
    • Abstract:
      This article reports on the plans of Volkswagen of America (VW) for party for Volkswagen owners to be held at Jones Beach State Park on Long Island, New York on August 28, 1999. The DriversFest '99 party will feature alternative rock bands, a performance-driving clinic and outdoor sports. The automobile company is trying to build on its success in attracting young buyers. It has found music as an effective way to connect to its buyer group. VW hopes to attract 15,000 participants in the event using direct mail, registration on its Web sites and advertisements in automobile magazines.