Volkswagen Brand (Germany)

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Volkswagen is the core brand in the portfolio of Europe's largest automotive manufacturer, whose portfolio now houses more than eight other international passenger car marques. VW still dominates the Volkswagen Group, accounting for more than half of total sales. The brand has proved far more long-lived than its origins as a concept car for the Third Reich might have suggested. Reintroduced after World War II by Germany's post-war occupying authority, it was subsequently adopted as a symbol of the counter-culture revolution of the 1960s. Since then, VW has successfully modified its appeal to become arguably the most "classless" car of the modern age, with a broad appeal to all levels of society, underpinned by a reputation for fine engineering and consistently effective advertising, which features regularly among the winners at awards ceremonies around the globe. As a result, it remains well and truly the "people's car" it was originally designed to be. The brand's reputation took a sizeable hit in the key US market in 2015 as a result of the "Dieselgate" emissions-cheating scandal, but its most important territory is now China, which accounts for more than half of global unit sales.

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. The Adbrands Company Profile of Volkswagen summarises the company's history and current operations. Subscribers may access the following website links: 

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Volkswagen Group

Recent stories from Adbrands Weekly Update:

Adbrands Social Media 7th May 2019: "Life". You can always rely on AlmapBBDO to come up with something compelling for long-standing client Volkswagen. Here's the latest - the second in two weeks we've featured here - which highlights the modern car's safety features by way of a trawl through 30-plus years of brand and model history. It's a lovely, moving tale, beautifully photographed; even if it is perhaps a little longer than it needs to be.

Adbrands Social Media 23rd Apr 2019: "Bye Bye T-Rex". Almap BBDO Brazil's latest campaign for Volkswagen across Latin America has a cute idea, enlivened by great CG, even if it's pushing it a bit to suggest the T-Cross is really that different from all the other "dinosaur" cars on the road. There are some lovely little throwaway visual gags in there as well - like that little dog trying chasing the tail of the uphill T-Rex.

Adbrands Daily Update 18th Feb 2019: Only a few weeks after buying back some of the equity stake previously owned by WPP, Johannes Leonardo was named as lead creative agency for the North American Volkswagen account. That represents a minor blow for WPP, which had secured the whole integrated account at the end of last year. At the time, Taxi and David were named as the main creative agencies on the business. Now Johannes Leonardo will handle the bulk of those duties, with support from other wholly-owned WPP agencies on data, digital and activation.

Adbrands Social Media 14th Jan 2019: "Hooky / Moving". These two strong new spots for Volkswagen USA are either the last from incumbent Deutsch or the first from the newly appointed (and newly created) WPP entity VW Partnership. (We're still waiting for credits to arrive). Whichever the case, it marks a welcome change in direction from the rather earnest and sentimental spots Deutsch has recently been delivering for the carmaker in favour of something a bit edgier and more daring. Now of course we wouldn't dream of inventing a deceased relative just to get the kids out of school, but we can't help but admire the cheek of those bad parents who do.

Adbrands Weekly Update 29th Nov 2018: WPP was one of the surprise victors in the global Volkswagen brand creative review. The German auto giant confirmed allocation of its global business to three agencies. DDB - currently one of the brand's lead agencies in multiple markets - will retain the European account, while sister network BBDO keeps hold of Latin America through incumbent Brazilian agency Almap BBDO. Omnicom also keeps Australia and adds South Africa (from WPP's Ogilvy). However, WPP has been awarded the three key North American markets of the US, Canada and Mexico. It is forming a new entity to manage the business. The VW Partnership will include staff from creative agencies David and Taxi in the US and Canada respectively, as well as digital shop Possible, activation specialist Geometry Global and production division Hogarth. Cheil retains the brand in China. Major losers include Interpublic's Deutsch in the US and German indie Grabarz & Partner. (Could the latter end up under Omnicom's umbrella?). Publicis goes home empty-handed.

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