Volkswagen’s Mirage: What’s really behind the ads?

The poster features a sleek, modern car prominently positioned in the foreground. It’s polishes surface gleams in the soft, reflecting hints of the surrounding greenery. The background showcases trees and dappled sunlight evoking a serene and refreshing atmosphere. It also shows in the picture that the vehicle is eco-friendly. The image is crisp and clear, with high resolution that brings out the details of both the car and the natural surroundings. Overall, the poster promotes a message of sustainable travel and exploration.
Volkswagen has historically positioned itself as a leader in eco-friendly automotive technology particularly with its marketing campaigns around its “clean diesel” vehicles. This analysis focuses on how Volkswagen’s advertising conveys a socially responsible message, the claims it makes, the intended audience, and the effectiveness of these advertisements. Using theoretical concepts from advertising studies, this analysis will critically assess the impact of Volkswagen’s marketing strategies.

In September 2015, VW had admitted to United States regulators that it had deliberately installed “defeat devices” in many of its diesel cars, which enabled the cars to cheat on federal and state emissions test. Over 482,000 cars were found with this defeat devices in US alone. They were also accused of modifying software on the 3 litre diesels fitted to some Porsche, Audi and VW models as well and this caused the damage of 10,000 vehicles. As a result of this, hazardous gasses were emitted into the atmosphere. After this, Volkswagen abandoned its goal to becoming the world’s largest automaker. Their marketing emphasizes a transition to cleaner energy solutions, framing their diesel technology as a step toward reducing carbon footprints. This is designed to position Volkswagen as not just a car manufacturer but as a steward of the environment. The claims to socially responsible practices include commitments to reducing greenhouse gas emissions and investing in electric vehicle technology. Volkswagen has made public declarations about its intention to become a leader in the electric vehicle market, with ambitious plans to produce many electric cars by a specified date. In the Annual Report 2023, the Volkswagen Group said that this would change the customer’s mobility experience and be a world-leader in providing sustainable mobility. Volkswagen’s advertising aims to convince customers to buy their vehicles by appealing to both environmental consciousness and to desire for high-performance cars. The imagery often used in their advertisements features lush, green landscapes, and vehicles cruising through scenic environments, invoking a sense of harmony between nature and technology. This visual strategy aims to create an emotional connection, suggesting that choosing Volkswagen is a responsible choice that contributes positively to the planet. Additionally, the brand attempts to shape public belief by encouraging acceptance of the idea that modern technology can co-exist with ecological preservation. Volkswagen’s campaigns often include slogans that reinforce this message, promoting a lifestyle that balances performance with environmental consciousness. Volkswagen’s target demographic includes environmentally conscious customers, who value sustainability but do not want to sacrifice performance or style in their vehicle choices. This audience is often characterized by a higher disposable income, educational background, and a personal stake in technology and innovation. Also, Volkswagen appeals to urban professionals who prioritize eco-friendly products and may be more likely to support companies that prove social responsibility.

The effectiveness of Volkswagen’s advertising strategy is complex. Initially, the brand’s focus on eco-friendliness and technological advancement resonated well with its target audience. However, the 2015 emissions scandal significantly tarnished Volkswagen’s reputation, leading to skepticism about its claims of sustainability. They were known as the “diesel dupe”. Eventually, they began a clean diesel marketing push. As customers became more aware of greenwashing practices, trust in the brand diminished. Volkswagen has tried to recover by pivoting towards electric vehicles and emphasizing its commitment to sustainable practices in recent advertising campaigns. The company has been trying to show transparency and genuine efforts to align their practices with their message. The phenomenon where a company exaggerates or fabricates its environmental efforts to appear more eco-friendly than it is. Volkswagen’s past and present marketing tactics exemplify greenwashing, particularly following the emissions scandal. The concept that a brand’s image is shaped by customer beliefs can be influenced by both advertising and actual company practices. Volkswagen’s brand image suffered due to the scandal, creating a challenge for future advertising efforts. Volkswagen’s advertising employs emotional imagery and narratives to faster connection with customers. This strategy is aimed at creating a sense of responsibility and pride in choosing a product that is marketed as environmentally friendly. This highlights how Volkswagen finds and targets specific demographics that value sustainability, innovation, and performance, tailoring its messaging to resonate with these groups.

The central image usually features a Volkswagen vehicle positioned against a backdrop of natural landscapes-rolling hills or clear blue skies. This choice of setting aims at re-enforcing the narrative that Volkswagen is an eco-conscious choice. The composition typically places the vehicle in the foreground, ensuring it is the focal point. The background enhances the message of eco-friendliness, often depicting wide-open spaces that suggest freedom and a clean environment. Volkswagen’s advertising illustrates the tension between marketing claims and corporate practices, particularly in the context of greenwashing. While the brand has historically promoted an image of environmental responsibility, the fallout from the emissions scandal has complicated its messaging. Volkswagens has been committed in advertising its ability to deliver on its sustainability promises and rebuild trust with customers. However, their authenticity and transparency have been a critical aspect that customers emphasize on. The brand has been working over the years to align its advertising message with genuine social responsibility.

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