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Volkswagen Group (VW) is to launch its first-ever cross-brand communication campaign, the aim being to stimulate interest in finding out about electro-mobility. It will ‘distribute clear facts and transparent messages in a wide range of formats to counter myths that are still widely believed’.
One specific example of the awareness campaign is a special 12-page edition of the Volkswagen Magazine produced by Volkswagen Passenger Cars’ product communications. It was circulated in November with a total print run of 1.2 million copies in weekly papers, industry magazines and through car dealers, and seeks to ‘refute common customer concerns with facts and arguments’.
Meanwhile, the miniclip series Battery ABC produced by Volkswagen Group Technology and PowerCo SE, is being aired on a number of social media channels and is intended to ‘share basic fact-based knowledge across brands’. The Volkswagen Group’s communication campaign also includes a new cross-brand e- mobility info hub (
here). Facts, stories, interviews and assets related to the thematic focus points of battery, charging, cost and sustainability can be accessed here successively as they become available.
VW said: “The initiative to eliminate prejudices and thus break down barriers to purchase through media and the Group’s own channels is being complemented by the real-life experience of e-mobility. For this reason, the campaign is selectively supported at brand level by test drive programmes, attractive entry-level prices, special leasing deals, and refined dealer training.
“It may come as a surprise for many customers that, through its Audi, Cupra, Porsche, Škoda, Volkswagen Passenger Cars and Volkswagen Commercial Vehicles brands, the VW already offers a total of 24 EV models in Europe alone — and the range is set to grow further in 2025.”
Marco Schubert, member of the VW’s extended executive committee responsible for sales, added: “I am confident that battery technology will gradually win over the hearts of our customers. Consistent cost work will enable us to hit the right price points even better. At the same time, we are continuing to expand our model portfolio across all brands in a targeted manner, thereby reaching even broader customer groups, particularly in the entry-level segments. Our product substance has never been as good as it is today.”