Volkswagen as Lazarus – a brand back from crisis, but TV may not be a big part of its future

December 21, 2016 10:16

Volkswagen, a brand some were predicting could never recover after the global scandal over faked emissions tests, appears to be bouncing back despite its admission there remains much to be done to rebuild faith in the brand.

A Mad Max-styled ute was an anchor point of VW’s marketing this year

Ralph Beckman, marketing manager for Volkswagen commercial, said that the company had invested in research to understand the scale of the impact of the emissions scandal on the minds of consumers.

He said that even though there was concern about the issues at a global level, local research revealed the impact on the merit of the brand and its products was not as deep as they feared.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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