Volkswagen of America, Inc.: Drivers Wanted campaign

Rebecca Stanfel

In July 1995, Volkswagen of America Inc. launched a series of offbeat print and television advertisements that shared the tag line "Drivers Wanted," The campaign, which was created by Arnold Communications, sought to reinvigorate the German car company's flagging sales and poor brand image.

Volkswagen of America, Inc.: Drivers Wanted campaign

Rebecca Stanfel

OVERVIEW

While Volkswagen had been the leading import car company in the United States during the 1960s and early '70s, by the late 1970s it had begun to lose its base of American consumers to emerging imports produced by companies such as Honda Motor Co. and Toyota Motor Corporation. In the early 1990s Volkswagen's sales hit a low of 49,533 units from a peak of 569,696 units in 1970. In addition to the low sales, the quality of cars being produced at Volkswagen's Mexico plant had become notoriously poor. The Germany-based...

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