Volkswagen Has The Perfect Dieselgate Apology

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Well, that’s a bold move.

Aside from being one of the world’s largest automakers, Volkswagen is also two more things: a company that’s had plenty of shaky history, and a company that knows how to deal with the fallout from the bad press surrounding that history. From its associations with the Nazi party in World War II to its most recent screw-up, the Dieselgate scandal, Volkswagen is an expert in putting a good spin on the negative.

And its latest advertisement, intended to bring attention to its upcoming line of ID electric cars, is the latest example of that. It kind of catches you off guard because right at the start, Volkswagen brings attention to its cheating scandal by showing a man walking into a dark room while news reports about Dieselgate stream from a radio.

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He switches off the news, sits down, and sighs before getting to work soul-searching while Simon and Garfunkel’s "The Sounds of Silence” plays in the background. He begins to sketch, with design drawings of the original Volkswagen Bus placed nearby for inspiration, and soon enough a production line whirs to life and spits out a completed version of the all-electric ID Buzz concept.

The ad ends with a black screen displaying the message, "In the darkness, we found the light." Now, we’ve been covering Volkswagen’s attempt to climb back into the consumer’s good graces by investing heavily into EVs, but that’s still not something many consumers know about. The question is, does this ad look like a legitimate apology to Volkswagen’s fans, customers, and the world at large? That’s for you to decide.

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