To ease customer concerns about EVs and promote the use of e-mobility, the Volkswagen Group has started a massive multi-channel communication campaign. Through the combination of educational resources, real-world experiences, and strategic pricing, the program seeks to dispel preconceptions and highlight the advantages of EVs.
The campaign’s mainstay is a special 12-page edition of Volkswagen Magazine that was produced by Volkswagen Passenger Cars’ product communications. The magazine sold 1.2 million copies through weekly newspapers, industry periodicals, and dealerships after its November issue. The data provides accurate responses to commonly asked consumer queries, reinforcing the benefits of e-mobility.
Another creative element is the “Battery ABC” miniclip series, which was created by PowerCo SE and Volkswagen Group Technology. The series, which is shared on many social media platforms, aims to demythologize complex battery-related topics while offering clearly comprehensible, fact-based information.
To help with these efforts, Volkswagen has launched a cross-brand E-Mobility Info Hub. The content on the platform is regularly updated and comprises information on batteries, charging infrastructure, sustainability, and maintenance, as well as articles and interviews.
In addition to media marketing, Volkswagen is expanding customer engagement through test drive programs, improved dealer training, and low-cost lease offerings. These initiatives seek to provide firsthand experiences with e-mobility and remove barriers to adoption.
The Group now dominates the European EV market with 24 models sold under the Audi, Cupra, Porsche, Škoda, Volkswagen Passenger Cars, and Volkswagen Commercial Vehicles brands. Volkswagen intends to significantly broaden its product line in order to serve a wider variety of consumers by 2025, particularly in entry-level markets.
