CHALLENGE

To unify Volkswagen's (VW) complex digital ecosystem across global markets, creating a connected and seamless experience that addresses evolving customer expectations in the age of autonomous driving, electrification, and diverse mobility solutions. The challenge lay in realigning VW’s brand position post-Dieselgate, shifting from a traditional vehicle-focused identity to a customer-driven mobility leader, while integrating digital touchpoints across VW's extensive ecosystem, including web, app, showroom, and social platforms.

INSIGHT

Today's consumers expect brands to engage across multiple channels, with real-time responsiveness and personalisation at each stage of their journey. In the automotive industry, this means prioritising not only the joy of driving but also the convenience and personalisation that technology can offer. This need for seamless interaction, coupled with the industry's disruptive shifts toward electrification and autonomous driving, presented a prime opportunity for VW to rebuild its reputation by focusing on trust, transparency, and customer-centric innovation.

SOLUTION

VW’s digital ecosystem was structured around a cohesive Platform of Ease that places the user experience at the forefront. This $13 million web platform and mobile integration—centred on the My VW Owners App—connects all touchpoints, from VW’s website to showroom iPad tools and further into social media channels. The My VW app serves as the cornerstone, offering features like telematics, predictive maintenance, and integrated voice control, catering to both car owners and mobility users.

In showrooms, an immersive experience powered by the Showroom iPad app and digital content helps customers navigate their purchase journey. Social media builds brand community and showcases innovations, embracing a responsive and conversational approach to keep VW top-of-mind.

Together, these elements uphold VW’s new brand proposition of "Ease & Innovation for All," reimagining the car-buying and ownership experience as one that is deeply integrated, customer-centric, and reflective of VW's renewed commitment to innovation and responsibility in the connected world.