The Phaeton marks Volkswagens brave move into the luxury saloon sector. The launch was part of the Chairman, Dr Piech's dream to build a car of "uncompromising quality". Volkswagen could not compete with the heritage of BMW and Mercedes and so the strategy of the website was to engage an audience that respects quality and not ostentatious luxury by letting the car speak for itself and tell its own story. This was executed through the websites big idea of letting the user have the ability to zoom into the car to any level of detail they desire. From way out above Dresden (where they learn about the philosophy behind the Phaeton and Piechs dream) right down to the very molecules the car is made out of demonstrating the uncompromising approach to detail.