Volkswagen makes its debut on TikTok

Ah, Volkswagen on TikTok, isn’t it a reflection of our time when even the giants of the automobile industry must bend to the whims of younger generations, like an old lady trying to be trendy at a hipster party? The German company, known for its robust cars but sometimes a bit dull, has decided to take the plunge into the world of short videos, which could be both a refreshing boldness and a real disaster, like trying to dance on TikTok when you have two left feet.

A grand and colorful entrance

With its new account called "New Auto," one might think Volkswagen is trying to reinvent itself as a Silicon Valley startup rather than as an old established manufacturer. Incredible, isn’t it? Car brands have now adapted so much to social media that one might expect to see them making TikToks where they juggle spare parts. It was about time, as the famous innovation that seems to drive the future of the automobile requires a bit of color, dynamism, and, dare I say, a touch of madness.

A breath of fresh air or a storm of nonsense?

The posted videos are not just bland ads. No, Volkswagen is committed to showcasing its employees in content creator roles, transforming simple technicians into TikTok stars. That said, who wouldn’t want to see an engineer talking about the latest electric engine while executing a silly dance to an upbeat tune? This could either be the future of advertising or relegate the brand to the ranks of cheap comedy.

Reaching Generation Z: mission possible?

With the aim of attracting the famous Generation Z, who values both innovation and sustainability, Volkswagen’s strategy is to create content that sweeps away the dull aspects of the automotive industry and turn them into real gems. A tall order that might lead them to wonder if tackling serious topics while doing challenge dances on TikTok is really the right idea. After all, it’s electric scooters that the youth want to ride, not a Golf!

A communication strategy to reconsider?

Michael Manske, head of communication within the group, seems to have identified the challenge, namely to establish trust between the public and this new strategy. But there are many critics who believe that manipulating the industry with bouncy videos is a betrayal of tradition. It begs the question of whether artistic directors executing spins to grab the attention of the youth are really the solution in 2025.

As if the world of the automobile weren't already crowded enough, with fierce competition from other brands in various corners of social media. And while all these big names are trying to attract teenagers who don’t even know what a classic car is, Volkswagen is starting to seriously resemble that old uncle trying to be the center of attention at a family gathering.

Source: www.auto-infos.fr

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