Road Rage a Problem? VW to the Rescue with Road Joy!

You've heard of road rage, and may have even experienced it, but what about “Blatant Acts of Road Joy”?

On today's

Canadians can buy a new City Golf or City Jetta and sign up for a little Road Joy! (Photo: Trevor Hofmann, American Auto Press)

clogged highways and congested inner city streets, filled with impatient motorists attempting to stuff more work hours into their ever-busy, activity-filled lives, it's no wonder some people lose it when an inattentive cellphone dialing, Blackberry emailing or radio station changing driver cuts them off. This is why VW Canada's new marketing campaign, Fun To Drive, might not only be effective at selling its newest City cars, but also have a positive affect on motoring society.

Truly, anger behind the wheel is a problem in most of Canada's metropolitan areas, just like it is across the U.S., with some reacting to poor driving habits and others just ready to explode because of personal pressures pushing them beyond the brink. According to a study conducted by the Canadian Journal of Psychiatry in 2003, 40-percent of Canadian men and 27-percent of Canadian women admitted to perpetrating aggressive behaviour while at the wheel of a car, such as “yelling, gesturing, threatening to hurt someone, attempting to damage another driver's car or hurt him or her”.

European build quality and packed with features for a subcompact price. (Photo: Trevor Hofmann, American Auto Press)

What's more, 48-percent of respondents reported to have been “at the receiving end of someone else's anger on the road”. And it's only gotten worse during the last four years, plus it's worse yet here in the States.

Volkswagen's new initiative, Road Joy, invites Canadians to be “agents of change on the road by driving friendly”, promoting a positive spin on the road rage trend. The first step in the program is to purchase one of VW's recently updated Canadian-exclusive entry-level models, the 2008 City Golf or City Jetta. But before a new customer is even allowed to buy the car they must agree to “stem the tide of road rage” by visiting www.vw.ca after taking the new car home, and then logging onto its Road Joy registry, where they'll be able to choose a mission of kindness to be carried out with the new car.

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