Volkswagen’s new strategy: dreams of electric fleets

Sam Peña-Taylor

Volkswagen (VW), the German carmaker, is going electric; here the brand’s CMO talks about reducing paid media spend, thinking in terms of software, and growing a new category.

Volkswagen, the German carmaker, has realigned its entire enterprise toward the goal of becoming the global leader in electric mobility, making it affordable to millions of people. The company outlined what the new direction takes in a document published last December.

“Over the past few years, Volkswagen has accomplished a fundamental realignment. The future of the brand is electric, fully networked and has a neutral carbon balance.” It goes on to the bigger aim, that “E-mobility is the new lead technology that Volkswagen intends to make affordable for millions of people.”

The goal takes in two important ideas....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands