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    曾陷入排放丑聞的大眾,新產品還能重獲信任嗎?

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    2015 年大眾汽車陷入「排氣門」丑聞,該事件是大眾汽車利用軟件欺騙美國政府,修改汽車尾氣排放檢測結果。此次事件一經爆發嚴重影響了其集團的公信力,在這之后,大眾集團也在不斷的彌補污染造成的損害。

    隨著「重生」計劃,大眾試水電動汽車?ID.Buzz ,希望通過這種方式開啟「清潔、凈化」的汽車新時代以及汽車公司的方向。

    大眾集團在 2019 年 6 月 5 日的 NBA 總決賽第三場公布了以「Hello Light」為主題的廣告,該廣告來自紐約代理商?Johannes Leonardo ,這個短片生動的展示了大眾曾陷入的迷茫,以及不懈的努力和最終的「點亮」:電動汽車 ID.Buzz Microbus。

    此外,大眾汽車在 2019 年 6 月 11 日發布「Drive Bigger」計劃,參考 20 世紀 中期的大眾廣告進行多媒體廣告宣傳,以活潑俏皮的話語展示即將上市的電動汽車車隊,向歷史致敬。

    「Drive Bigger」計劃中大眾汽車宣布將在電動汽車生產投入更多的投資。該品牌計劃到 2028 年,投入高達 500 億美元,70款新電動汽車步入市場,明年將在美國推出小型電動 SUV (靈感來自大眾 ID.Crozz 概念車)。

    大眾汽車承諾至 2050 年實現碳中和,通過車隊的生產管理。直至 2025 年,大眾計劃減少全球 30% 的目標碳足跡。

    這一系列的廣告和產品的出現,表明大眾汽車正在向過去的錯誤表達自己的「知錯能改」,重要的是你的回應。

    「這場運動是面向所有對我們失望的人、留在身邊的人、和我們一起瘋狂工作向前的人,以及那些不再關心我們的人,」大眾汽車總裁兼首席執行官 Scott Keogh 說到「我們有責任做得更好、做得更棒,我們將肩負起責任。」

    「素材、圖片及視頻來源:designboom?、?騰訊視頻

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