Volkswagen wants to put Dieselgate behind it. In doing so, the company today released a TV ad entitled "Hello Light," which hopes to convince consumers to overlook its past and embrace an electrified future – all to the tune of the Simon and Garfunkel hit song, the Sound of Silence.
The one-minute, 45-second ad (which airs tonight during game three of the NBA Finals) shows the battery-powered I.D. Buzz concept we drove in 2017. The spot, VW promises, is part of larger plan to reinvent the brand in the U.S., guaranteeing "new ethics and compliance programs with real teeth," as well as "aggressively investing in electric vehicle development and production" in the wake of scandal.
These promises come with an updated brand identity. A revised, black-and-white version of the iconic VW logo and the accompanying slogan "Drive Bigger" are both scattered throughout the accompanying marketing materials. VW says the new motto represents a long-term vision for the brand as a whole, with a goal to reduce its carbon footprint by 30 percent by the year 2025.
"This campaign is for all of those we disappointed, all of those who stayed with us, those who worked like crazy to keep us moving forward and for all of those who stopped caring," said Scott Keogh, president and CEO, Volkswagen Group of America. "We have a responsibility to do better, to be greater and we intend to shoulder that responsibility."
Reconfirming what we already know, VW promises a significant $50 billion investment in electric vehicle production through 2028. A whopping 70 new EVs are destined in markets around the world, including the U.S. with products like the I.D. Crozz and I.D. Roomzz in 2020, and the I.D. Buzz seen in the add. Though, the I.D. Buzz won't go on sale until at least 2021.