The re-designed 2010 Volkswagen Polo hatch model is clearly targeting blokes in their advertising, not just women who normally are stereotyped of using small cars. In Australia, creative agency DDB Sydney has developed the tagline: “For dedicated followers of no one” in for example the videos featuring four young guys in a car heading to a night club. Three mates are constantly changing looks, while the driver remains the same – the core message is that the new model is for people who doesn’t pay much attention to new trends and have their own style. View video below.

In their combat towards cute-looking and girly city cars such as the Mazda2 and Toyota Yaris, the German car manufacturer claims to still target both sexes who are “independent young thinkers”.

The new VW Polo hatch recently won the 2010 World Car of the Year Award – judged in the categories of merit, value, safety, environment, significance and emotional appeal.

The width and length of the new model is expanded to add more comfortable leg and shoulder room, and to create a more spacious feeling in the passenger compartment. The combination of passive and preventive safety features earns the new VW Polo a 5-star ANCAP safety rating. The 2010 VW Polo hatch is available in 3-door Trendline or 5-door Comfortline. We like the hot chilli version, the turbo-charged Polo GTI hot hatch.

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