From “Assume Small” to “Drive Larger,” Volkswagen embraces a brand new goal

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Within the 1960s, Volkswagen got here to America’s consideration by adverts just like the “Assume Small” marketing campaign. dared individuals with a unique strategy than different automakers. They emphasised the connection homeowners make with their autos. And so they spoke to a cultural second, resonating with drivers who have been much less conspicuous of their consumption.

At the moment, Volkswagen launches a brand new route for itself in America with an promoting marketing campaign that breaks with conference once more. “Drive Larger” isn’t only a slogan – it’s the definition of Volkswagen’s calling to work in direction of a bigger goal, together with its pledge to aim of worldwide carbon neutrality throughout  our fleet, manufacturing and administration by 2050.

“Drive Larger” rekindles the spirit of this model and highlights the particular accountability we have now as one of many world’s largest automakers,” mentioned Scott Keogh, president and CEO, Volkswagen Group of America. “Our aim is to change into a benchmark of environmental accountability in our trade, an automaker that conjures up individuals; not simply by our autos, however by how we go about our enterprise. It’s time to make VW stand for one thing once more.”

The primary tv advert of the brand new marketing campaign, “Hey Gentle,” unveils the artistic work from New York-based Johannes Leonardo, Volkswagen of America’s new lead model company. Volkswagen has been reworking since 2015, working to atone for its errors. Earlier than Volkswagen may credibly lay out a brand new route, it needed to take a second to correctly tackle what led to it; “Hey Gentle” acknowledges Volkswagen’s current troubles, but additionally symbolizes a rebirth and units the stage for the model’s future – represented by the upcoming ID. BUZZ electrical microbus.

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Throughout the subsequent few days, the “Drive Larger” marketing campaign will start. In type, tone and duplicate, it marks a return to the enjoyable and fascinating Volkswagen adverts that first caught America’s consideration within the 1950s and ’60s. The adverts will run in print media, in addition to on digital and social platforms.

Past the adverts, Volkswagen will convey “Drive Larger” to life throughout its enterprise. Probably the most substantial dedication comes within the embrace of electrical autos and a aim to make the complete Volkswagen Group – in merchandise,  manufacturing and administration – carbon-neutral by 2050. Globally, the Volkswagen Group expects to spend about $50 billion over the following 4 years growing EVs; the Volkswagen model alone plans to speculate $10 billion.

“Drive Larger” will contain each touchpoint of the model – whether or not that’s supporting sellers of their neighborhood occasions, or partaking new Volkswagen homeowners with methods to learn causes they help.

“This marketing campaign is for all of these we disenchanted, all of those that stayed with us, those that labored like loopy to maintain us transferring ahead and for all of those that stopped caring,” mentioned Keogh.  “We’ve got a accountability to do higher, to be larger and we intend to shoulder that accountability.”


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