- Volkswagen offers Honda owners up to $2,000 to lease a new 2025 Tiguan.
- A separate $750 incentive is available on 2025 and 2026 VW Taos models.
- Campaign targets Honda CR-V owners across TV and streaming platforms.
Volkswagen is putting a price on brand loyalty, and it’s not a small one. The company is offering current Honda owners a hefty incentive to jump ship, sweetening the deal with cash that doesn’t even require handing over your existing car.
It’s unclear why VW is specifically targeting Honda with its new conquest bonus, but it obviously thinks there’s a good chance it can convince owners to make the switch from Japanese to German.
Converting the Competition
Anyone who has a 2015 or newer Honda registered to their household can receive a $2,000 conquest bonus on a 2025 Tiguan when leasing through Volkswagen Financial Services or Wells Fargo. In addition, the company is offering a $750 bonus on 2025 and 2026 Taos models.
Read: VW Calls Its Second Tiguan Price Hike In Months ‘Reasonable’
The promotion began October 1 and runs through January 5, 2026, giving Honda owners plenty of time to weigh a test drive and perhaps a change of allegiance.
Importantly, shoppers will not need to trade in their current Honda vehicle to qualify for the bonus. According to the senior vice president of brand marketing and customer experience at VW of America, Rachael Zaluzec, the offer is stackable with all other VW programs.
The Sales Battle
To make sure the message lands, VW has rolled out a national advertising campaign across social media, streaming services such as Hulu, Prime Video, and HBO Max, and traditional television. The ads put the Tiguan side by side with the Honda CR-V, emphasizing its stronger engine and lower maintenance costs.
“The target customers are actually quite similar,” VW told Auto News. “We knew that the feature sets of the new Tiguan would be very appealing to what motivates a lot of CR-V drivers. If we’re looking to introduce somebody to Volkswagen, particularly to Tiguan, that was really the area for us to target.”
The campaign has been launched as VW battles with slipping Tiguan and Taos sales. In the third quarter, sales of the Tiguan fell 23 percent to 48,951, while Taos sales fell 15 percent to 40,524.
Honda’s CR-V, meanwhile, gained 3.1 percent to 307,501 units over the same period, holding its place as America’s second-best-selling compact crossover, trailing only Toyota’s RAV4.
Sources: Autonews
