Car enthusiasts swear by Volkswagen vehicles. From the iconic Beetle, which revolutionised mass-market cars, to the Golf, Virtus, Taigun, and Tiguan, Volkswagen continues to carry its legacy forward. The
community proudly highlights the solid “thud” when closing Volkswagen doors, a testament to German build quality and superior chassis strength. Volkswagen, along with its sister brand Škoda, is often credited for keeping the peppy sedans alive, especially in a market dominated by SUVs and Compact SUVs.
So what did Volkswagen do so wrong, at least in recent times, that it had to issue an apology to its customers?
“Official Apology Statement”
The “apology” letter was, in fact, issued by a Volkswagen dealership named Volkswagen Downtown Mumbai, and not by the brand itself.
The statement uploaded to Instagram by the dealership began by addressing Volkswagen owners facing “unexpected side effects” after leaving their premises.
“It has come to our attention that a few of our Volkswagen owners have been facing some unexpected side effects after driving out from Volkswagen Downtown Mumbai.”
The dealership then listed a flurry of “problems” their customers were apparently facing.
“Family members keep “borrowing” the car for errands that mysteriously take all day,” it read.
Volkswagen Downtown Mumbai mentioned about the everyday “issues” that a VW badge owner had to endure.
“Neighbors have started gathering in the parking lots and suddenly wave more often, especially when you start the engine.”
“Weekend drives have turned into spontaneous road trips because “the road just feels too good to stop.!””
“Some owners admit to sitting in their parked Volkswagen with the music on just to enjoy the cabin feel.”
“And a few have been spotted glancing back at their car every single time they walk away.”
The statement ended with a humble apology for making ownership “irresistible”.
Needless to say, the sarcastic apology, cleverly flexing Volkswagen’s cars, went viral online. The use of the official brand logo and a familiar apology format baited one too many users to pause and read what they had to say.
What Does Car Community Think About This Stunt?
The unusual marketing left Reddit’s r/CarsIndia community divided.
“Marketing their lowest end cars which are not even available in their first world countries. Selling poor indians their white washed german car dream. So pathetic, (sic)” wrote one in response.
To which another user countered by saying: “India want cheaper cars and 1st world cars won’t be cheaper here at any cost. So in order to survive company make market specific models, look at skoda kylaq or skoda kushaq or skoda slavia, they are selling well because they cater to price sensitive Indian and other emerging markets. Business works well only if you Crack price otherwise no company can survive in India with international models and high pricing (sic).”
Also Read: Why Is Volkswagen In Legal Trouble Over Touch-Sensitive Steering Wheel Buttons?
Backfire?
Did the clever marketing stunt backfire?
Some Volkswagen owners reported issues with workshops and service centers.
“While I agree with most of this, they should first of all, apologize for keeping my car in the workshop for roughly half the time yet not fixing any issue.”
“Their workshops and servicing are the worst. Brave of them to post such things when people are fed up with their workshops in Mumbai. Virtus doesn’t deserve the workshops here. Such a good car but with the worst service centres.”
The complaints kept on coming…
“This would be alright for a VW of 10 years ago which is a bygone era. Not apt for today’s VWs. Sure, the Virtus and other fake SUVs are good but they are not as good as VWs used to be. Plastic fake buttons which are finger print magnets and are not that visible in daylight. Great thinking VW (sic).”
“Very brave considering their history of lies and deceit in the global market,” typed another.
“Impressive Marketing”
A decent number of people on Reddit and Instagram found the apology non-cringe and impressive.
“Marketing team did a good job that you spent time reading it- you got to know that theres a vw showroom in that place (sic),” wrote one.
“I can’t have enough of the Virtus. I can stare at it all day.”
