A funny thing happened to Ajax, ON-HQ’d Volkswagen Canada in the midst of planning a marketing campaign for its Eos convertible. Thanks exclusively to WOM among delighted drivers, the vehicles were disappearing from lots across the country so fast that demand quickly overwhelmed supply. So with existing stock decimated, VW spokesman Patrick Saint-Pierre tells MiC, ‘it no longer made sense’ to complete the planned introductory campaign.

All of which explains why – even though Eos snagged the honour of being named one of 2007’s sexiest cars by Road & Travel magazine, VW had to eschew bragging rights.