Wolfsburg, November 28, 2024 – The Volkswagen Group is taking its commitment to sustainable mobility a step further by launching its first-ever cross-brand communication campaign. The initiative aims to address persistent myths surrounding electric vehicles (EVs), empowering customers with transparent information and compelling real-world experiences.
As one of the pioneers of electric mobility, Volkswagen Group seeks to bridge the knowledge gap for consumers who remain skeptical about transitioning to EVs. By leveraging the reach of its iconic brands—including Audi, Cupra, Porsche, Škoda, Volkswagen Passenger Cars, and Volkswagen Commercial Vehicles—the Group intends to dispel common misconceptions and encourage broader adoption of electric vehicles.
A Multifaceted Approach to Public Education
The campaign employs diverse strategies to engage audiences across Europe. One standout feature is a special 12-page edition of the Volkswagen Magazine. Produced by Volkswagen Passenger Cars’ product communications, the publication confronts customer concerns head-on with fact-based arguments. With a print run of 1.2 million copies, the magazine has been distributed through weekly newspapers, industry publications, and dealership networks since November.
Additionally, the Volkswagen Group has launched a social media initiative titled Battery ABC. This miniclip series, created in collaboration with Volkswagen Group Technology and PowerCo SE, offers digestible, fact-rich content to address key aspects of EV technology. The clips focus on demystifying topics such as battery efficiency, charging, and sustainability, making them accessible to a wide audience.
For those seeking an in-depth exploration of e-mobility, Volkswagen has introduced a cross-brand information hub. This online resource, now live at volkswagen-group.com, provides comprehensive insights into core themes like battery technology, charging infrastructure, cost efficiency, and sustainability. Regularly updated with facts, stories, interviews, and assets, the hub offers a central point for consumers to access reliable information about electric vehicles.
Real-Life Experience Drives Change
To complement the media-driven awareness campaign, the Volkswagen Group is offering tangible experiences of e-mobility. Test drive programmes, competitive leasing deals, and enhanced dealer training ensure that potential customers can experience EVs firsthand, breaking down barriers to purchase.
The campaign also focuses on affordability, with attractive entry-level pricing options to appeal to a wider demographic. As Marco Schubert, a member of the Volkswagen Group Extended Executive Committee, emphasized:
“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, thereby reaching even broader customer groups, particularly in the entry-level segments.”
Leading the Charge in Electric Mobility
Volkswagen Group’s robust portfolio currently includes 24 e-vehicle models available in Europe, making it the market leader in EV diversity. With plans to expand its lineup in 2025, the Group is poised to solidify its position as a global force in electric mobility.
Sebastian Rudolph, Head of Global Group Communications, highlighted the importance of education in driving adoption:
“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.”
The Group’s commitment extends beyond technology to include sustainability, daily usability, and charging convenience—all crucial elements in debunking outdated perceptions about electric vehicles.
The Road Ahead
Volkswagen Group’s cross-brand campaign represents a bold step in reshaping public perceptions about electric mobility. By combining education, innovation, and affordability, the initiative seeks to create a future where e-mobility is not only understood but embraced by consumers worldwide.
As the Group continues to innovate and expand its offerings, it is clear that Volkswagen is not merely responding to change but actively driving it—steering toward a more sustainable and electrified tomorrow.
