The Volkswagen Group has unveiled an extensive multi-channel communication campaign aimed at addressing customer concerns about electric vehicles (EVs) and promoting e-mobility adoption. The initiative combines educational content, real-world experiences, and strategic pricing to dispel prejudices and highlight the advantages of EVs.
A cornerstone of the campaign is a special 12-page edition of the Volkswagen Magazine produced by Volkswagen Passenger Cars’ product communications. Released in November, the magazine was distributed in weekly newspapers, industry publications, and through dealerships, reaching a total of 1.2 million copies. The content provides factual responses to common customer concerns, reinforcing the benefits of e-mobility.
Another innovative element is the “Battery ABC” miniclip series, created by Volkswagen Group Technology and PowerCo SE. Shared across various social media platforms, the series aims to simplify complex battery-related topics and offer accessible, fact-based knowledge.
Complementing these efforts, Volkswagen has launched a cross-brand E-Mobility Info Hub. The platform features articles, interviews, and resources on batteries, charging infrastructure, maintenance, and sustainability, with content being updated regularly.
In addition to media outreach, Volkswagen is enhancing customer engagement through test drive programs, competitive leasing offers, and improved dealer training. These initiatives are designed to provide firsthand e-mobility experiences and eliminate barriers to adoption.
Sebastian Rudolph, Head of Global Group Communications, emphasized the importance of education in driving acceptance of EVs:
“The Volkswagen Group is one of the pioneers of electric mobility. It is important to keep explaining technological change and clarify both advantages and prejudices, particularly around daily usability, battery technology, and sustainability.”
The Group’s current EV lineup includes 24 models under its Audi, Cupra, Porsche, Škoda, Volkswagen Passenger Cars, and Volkswagen Commercial Vehicles brands, making it the market leader in Europe. With plans to expand the portfolio further by 2025, Volkswagen is targeting broader customer demographics, particularly in entry-level segments.
Marco Schubert, a member of the Volkswagen Group Extended Executive Committee, expressed optimism about the future of EV adoption:
“I am confident that battery technology will gradually win over the hearts of our customers. Consistent cost work and an expanding model portfolio will enable us to hit the right price points and reach even more customer groups.”
With this campaign, the Volkswagen Group aims to not only boost sales but also position itself as a leader in the global shift toward sustainable mobility.
