The direct and digital marketing tactic which Volkswagen uses is the Super Trump Card strategy (Acker, 2017). This tactic requires users to invite their friends to participate. The crucial role of this tactic is databases. The databases of the clients’ information enable the corporation to tailor its messages for the individual customer. The Super Trump Card provides the instantaneous appraisal of the brand’s current positioning in the customers’ minds. They are requested to give their suggestions and opinions regarding the brand. This tactic helps the company maintain its brands in its portfolio, including Scania, Bentley, Skoda, SEAT, Lamborghini, Audi, and Bugatti brands, which function as an independent entity (Acker, 2017). Super Trump Card strategy helps in maintaining separate images of these brands and abets the customers to fathom the brands without getting confused regarding the identity of Volkswagen.
Volkswagen group scandal started when the corporation admitted to having fitted 11 million cars with the ‘defeat device’ which would defraud the emission tests (Jung & Sharon, 2019). the Volkswagen emission scandal started in 2015 when EPA (Environmental Protection Agency) released Clean Air Act violation notice. The automobile act had deliberately programmed a TDI (turbocharged direct injection), which activated emission controls in their cars during the emissions’ regulatory testing. The devices facilitated the testing results to align with the United States emission standards. United States Justice Department had to file civil litigation against Volkswagen. The shares of the company went down by about 4% (Jung & Sharon, 2019). The cars which were equipped with “defeat devices” were considered to be producing excess contaminants. The company was sought to give billions in terms of dollars to cover the damages of the pollution done by cars. This scandal forced Volkswagen to set aside about 7.3 billion dollars, which covered the expenses of fixing the vehicles to comply with the emission regulations.
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References
Acker, A. (2017). Volkswagen in the Amazon: the tragedy of global development in modern Brazil . Cambridge University Press
Jung, J. C., & Sharon, E. (2019). The Volkswagen emissions scandal and its aftermath. Global Business and Organizational Excellence , 38 (4), 6-15.
