The Volkswagen Group has launched a comprehensive multi-channel communication effort to allay consumer worries about EVs and encourage the use of e-mobility. The program aims to eliminate stereotypes and emphasize the benefits of EVs by combining educational materials, practical experiences, and strategic pricing.
A unique 12-page edition of the Volkswagen Magazine, created by Volkswagen Passenger Cars’ product communications, serves as a campaign cornerstone. After its November release, the magazine sold 1.2 million copies through dealerships, industry magazines, and weekly newspapers. The information reinforces the advantages of e-mobility by offering factual answers to frequently asked consumer questions.
The “Battery ABC” miniclip series, developed by PowerCo SE and Volkswagen Group Technology, is another inventive component. The series, which is shared on a number of social media sites, attempts to provide easily understandable, fact-based information while demythologizing complicated battery-related subjects.
Volkswagen has introduced a cross-brand E-Mobility Info Hub to support these initiatives. The platform’s content is updated frequently and includes articles, interviews, and information about batteries, charging infrastructure, sustainability, and maintenance.
Volkswagen is increasing customer interaction through affordable leasing offers, enhanced dealer training, and test drive programs in addition to media marketing. These programs aim to remove obstacles to adoption and offer firsthand experiences with e-mobility.
With 24 models under the Audi, Cupra, Porsche, Škoda, Volkswagen Passenger Cars, and Volkswagen Commercial Vehicles brands, the Group currently leads the European EV market. Volkswagen aims to reach a wider range of consumers by 2025, especially in entry-level markets, with plans to further diversify its product line.