Dieselgate is over, long live the electric vehicle
Volkswagen is determined to get Dieselgate behind them. Today, the company released a TV commercial entitled “Hello Light” that aims to persuade consumers to forget their past and embrace a bright future. It was set to the music of the Sound of Silence hit song by Simon and Garfunkel.
This 45-second, one-minute ad shows the battery-powered I.D. The Buzz concept that we drove in 2017. VW claims the spot is part of a larger plan to reinvent American brand. It promises that the spot will guarantee “new ethics” and compliance programs with teeth. In the wake of scandals, VW will also aggressively invest in electric vehicle production and development.
The brand identity has been updated to reflect these promises. The accompanying marketing materials include a revised black-and-white version the iconic VW logo as well as the slogan “Drive Bigger”. VW claims the new slogan represents a long-term vision of the brand, and a goal to reduce carbon emissions by 30% by 2025.
Scott Keogh (president and CEO of Volkswagen Group of America) stated that this campaign was for all those whom we have disappointed, for all those who stayed with and worked tirelessly to make us move forward, and for all those who gave up caring. “We have a responsibility for doing better and being more, and we will take that responsibility.”
VW has promised a substantial $50Billion investment in electric vehicle production from 2028, confirming what we already knew. With products such as the I.D., 70 new EVs will be available in all markets worldwide. Crozz and I.D. Roomzz 2020 and the I.D. Buzz as seen in the add. The I.D. Buzz will not be available for purchase until at least 2021.