Volkswagen Goes Patriotic In New Ad Campaign

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Volkswagen is waving the American flag in its latest ad campaign that highlights its US manufacturing efforts. It’s just another sign of the times as President Trump’s tariffs have caused many price-conscious consumers to eschew certain foreign brands perceived as only making cars overseas.

Volkswagen is restoring the Microbus that miraculously survived the Palisades Fire in California.

The ad campaign focuses on the fact the Volkswagen Atlas, Atlas Cross Sport, and ID.4 are all assembled at the company’s Chattanooga, Tennessee plant. It’s like a friendly reminder to car shoppers that those popular models aren’t getting slammed by tariffs, increasing prices.

Not only does the ad feature an American flag fluttering in the wind, its tone is folksy and relatable, which obviously was carefully crafted to portray a certain image. The ad even starts off with some sheep in a field.

VW obviously understands trying to act overly sophisticated and European in the current social climate isn’t going to play well at all.

As part of the campaign, VW is emphasizing all the career opportunities it’s giving the 4,500 employees who work at the Chattanooga assembly plant. These are the sorts of things which will warm the hearts of consumers and cast the company in a more positive light.

“At its core, this campaign is about pride—in our people, in our products, and in the idea that great things are built right here at home,” said Rachael Zaluzec, Senior Vice President of Customer Experience and Brand Marketing for Volkswagen of America. “Our goal was to highlight what our vehicles can do, where they come from, and the care that goes into each one.”

But will VW’s gamble here pay off? Surely the company knows its customer base well, so it must feel this is the kind of image which will appeal to them, not the quirky, very German ads it’s run in the past.

Watch the Volkswagen “Proudly Assembled In Chattanooga, TN” ad for yourself here.

Image via Volkswagen

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