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The Volkswagen Group is launching a cross-brand communication campaign to stimulate interest in electromobility. This initiative aims to provide clear information and counter misconceptions about electric vehicles. By utilizing multiple communication formats, Volkswagen seeks to educate the public and promote EV adoption among a diverse audience.
Key Highlights:
- A special 12-page Volkswagen Magazine was distributed with a print run of 1.2 million copies, addressing common myths about electric vehicles.
- A miniclip series called “Battery ABC” produced by Volkswagen Group Technology and PowerCo SE aims to share factual knowledge on social media channels.
- A cross-brand e-mobility info hub has been launched, offering facts, interviews, and other resources about batteries, charging, and sustainability.
- The campaign is complemented by test drive programs, special leasing deals, and refined dealer training to promote real-life e-mobility experiences.
Volkswagen’s campaign will provide transparent, easy-to-understand facts about electromobility to counter widely held myths. As part of this effort, a 12-page edition of Volkswagen Magazine was launched by Volkswagen Passenger Cars’ product communications in November, with 1.2 million copies distributed in weekly papers, industry magazines, and car dealerships. This magazine addresses consumer concerns through facts and arguments. Additionally, a miniclip series titled “Battery ABC” was produced by Volkswagen Group Technology and PowerCo SE to share information via social media.
Another major component of the campaign is the new cross-brand e-mobility info hub that is now available online. This hub offers facts, interviews, stories, and other content related to battery technology, charging, maintenance, and sustainability. The hub will continue to expand as more information becomes available, offering a valuable resource for anyone interested in electric mobility.
Volkswagen’s initiative to address prejudices and eliminate barriers to EV adoption includes using the Group’s own media channels, along with traditional media platforms. This is further enhanced by providing hands-on experiences with electromobility. Supporting this, Volkswagen is promoting test drives, offering attractive leasing deals, and improving dealer training to increase confidence in EVs.
Many consumers may be surprised to learn that the Volkswagen Group, through its brands like Audi, Cupra, Porsche, Skoda, Volkswagen Passenger Cars, and Volkswagen Commercial Vehicles, already offers 24 electric vehicle models in Europe, making it the market leader in terms of EV diversity. The company plans to expand this lineup even further by 2025.
Sebastian Rudolph, Head of Global Group Communications, emphasized Volkswagen’s pioneering role in the electric mobility sector: “The Volkswagen Group is one of the pioneers of electric mobility. It features iconic brands and products that are winning numerous awards and come top in test reports. It is important to keep explaining technological change and to clarify both advantages and prejudices. This applies in particular to suitability for daily use, battery, charging convenience, and sustainability. With our cross-brand initiative, we want to make an informative contribution to this.”
Marco Schubert, a member of the Volkswagen Group 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 definitely never been as good as it is today.”
The campaign is an effort by Volkswagen to demystify electric vehicles and encourage consumers to take a closer look at electromobility as the future of transportation. With a diverse range of models, real-life experiences, and consistent communication, the Volkswagen Group hopes to break down barriers and create greater acceptance of electric mobility.
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