At the time of its release, the Passat W8 represented the height of Volkswagen engineering and design. It was viewed as a "bridge" that would help transport Volkswagen into the more upscale segment of the automotive marketplace. Our challenge was to marry the core value of tone and design that define all Volkswagen marketing with a new, slightly more "mature" feel. This meant being intelligent and elegant while resisting the temptation to take ourselves too seriously. In a nutshell, this site was envisioned as luxury, Volkswagen-style.