In recent years, the brand’s marketing—produced by a large agency roster including Johannes Leonardo, Dentsu Creative, DDB Paris, Taxi and Ogilvy South Africa—has yielded varying creative, from “Electric Feels Good,” a fun EV spot fronted by a dancing robot, to the nostalgic “An American Love Story” designed for Super Bowl 58.
Its parent group is currently undergoing a marathon global media review, with its contract with Omnicom-owned PHD set to expire soon. The incumbent is competing for the business, having already retained it in China.
What comes next?
“The Volkswagen brand will have to work hard to gain trust; it will have to come up with affordable quality products in the EV sector—for a very differentiated audience,” predicted Greg Silverman, global director of brand Economics at Interbrand.
“It’s rather about convincing consumers in markets like the U.S. or China than in Europe, where it has more loyal customers. The company will have to find very different answers for a fragmented clientele who has different expectations. That might require a revised strategy and what VW stands for, which then needs to be translated into the product.
“It’s a huge challenge,” he concluded.
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