The Volkswagen Company is using the Dearth Vader character because the generation that grew up with star wars is well over the age of being able to by a car and at the years of their life where that generation is set into their careers and could probably afford this car now. The company is also showing it is a family car for the upcoming year where this generation is a little more hip so the car has a sportier look to it for a family car. The father takes his time to let his child’s imagination go wild as well, like making it look like the kid made the car do that with his hands, so though the child’s eye have a car like that they can do anything.
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