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Volkswagen hoped to use an April Fool’s day prank as an opportunity to emphasise its credentials as a serious EV brand.
View PhotosThe rebranding was meant as a April Fool’s joke
Volkswagen has been redeeming its reputation for the last couple of years after the advent of the diesel gate which sullied the reputation of the group, especially in the North American continent. It has been redeeming itself by making an audacious bet on electrifying its entire brand with a massive $86 billion investment which pegs it as the counter to Tesla.
However, it seems like its marketing has awry ahead of April Fool’s Day. Its American arm leaked information that Volkswagen would be rebranding to Volkswagen but it seems like headquarters in Germany didn’t get the memo about it being a joke which now has left the brand in an embarrassing situation.
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The Verge led with a headline that read “Volkswagen of America lied about rebranding to Volkswagen”. That was a pretty scathing indictment of the brand which has just launched its first electric car in the states. It also looks quite poor on the entire group which has been making waves with cars like the Porsche Taycan and Audi E-Tron.
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The WSJ in a report revealed that the joke backfired on Volkswagen as many people started believing that the brand was actually changing its name for good. It also seems like there was some miscommunication between VW America and German which led to this clarification.
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Volkswagen hoped to use an April Fool’s day prank as an opportunity to emphasise its credentials as a serious EV brand. It also wanted to use this prank as a way to wash its hands of its questionable past. But clearly, this has backfired on the brand.
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