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FRANKFURT: Auto giant Volkswagen said on March 31 that it regretted a publicity stunt that misled the mainstream media and was criticized by the AFP news agency as a “breach of trust.”
The outrage came after Volkswagen said a day earlier in a press release that it would change the name of its US subsidiary to “Voltswagen” to highlight its shift to electric cars.
The ad drew attention, but company spokesmen insisted it was genuine, resulting in extensive media coverage before VW finally revealed that the rebrand was a joke made up by its marketing team.
In a statement sent to AFP, Volkswagen of America said its marketing campaign had sought to draw attention to VW’s electronic offensive “in a fun and interesting way” as “an April Fool’s Day effort.”
“The many positive responses on social media showed that this campaign resonated with consumers,” he said.
“At the same time, we realize that the launch of the ad upset some people and we regret any confusion this caused.
Reporters reacted angrily to the stunt, with some saying it was deaf coming from a company still reeling from the 2015 “dieselgate” scandal, when the German automaker was forced to admit that it had used software for years. cheating on cars to bypass emissions tests. .
Phil Chetwynd, AFP’s global news director, wrote to the Volkswagen Group to protest the hoax.
“We understand when a spokesperson is not in a position to confirm or comment on a piece of information. But we never expect them to make false statements, “he wrote.
“We strongly believe that companies like Volkswagen should not use serious journalists and media for advertising and marketing purposes. For us it is a very serious breach of trust that should not be repeated ”.
USA Today Business reporter Nathan Bomey also expressed his anger, accusing VW of lying to reporters.
“This was not a joke. It was a hoax. In case you didn’t notice, we have a misinformation problem in this country. Now you are part of it. Why should anyone trust you again? tweeted.
Shares of the VW group rose almost 5% in Frankfurt on Tuesday with the announcement of the “Voltswagen”. On Wednesday, VW shares closed 0.8% lower. – AFP
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