Volkswagen Debuts New Branding During Major Sporting Events
It’s been a while since we reported on the infamous Dieselgate, in which it was discovered that Volkswagen’s “clean diesel” vehicles were not as clean or efficient as they claimed to be. The automaker owned up to its mistake and tried to move on, but ever since the scandal, there’s been an awkward silence hanging in the air. To help move forward from 2015, Volkswagen is debuting new branding in the U.S., in an attempt to gain the trust of American consumers.
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The first advertisement aired during Game 3 of the NBA Finals last week. “Hello Light” starts with a voiceover of the Dieselgate news followed by a VW designer struggling to focus while “The Sound of Silence” by Simon & Garfunkel plays. Eventually, something sparks and the designer suddenly gets a revelation, scribbling away with fervor. What becomes of this monumental idea is Volkswagen’s “new era of electric driving” — the Volkswagen ID. Buzz.
“This campaign is for all of those we disappointed, all of those who stayed with us, those who worked like crazy to keep us moving forward and for all of those who stopped caring,” said Scott Keogh, president and CEO, Volkswagen Group of America. “We have a responsibility to do better, to be greater and we intend to shoulder that responsibility.”
The next phase of the new branding campaign, “Drive Bigger,” will debut during the FIFA Women’s World Cup on June 11. What Volkswagen plans to do is embrace the Paris Agreement and help limit global warming to 3.6 degrees Fahrenheit. It’s also planning to introduce 70 new electric vehicles to the automotive market by 2028 with a $50 billion investment. To Volkswagen, Drive Bigger is more than a slogan; it’s a vision for the brand to do better and commit to its plans with honesty. We’ll be keeping our eyes and ears open on how the German brand does with its new commitments.