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Volkswagen’s Turning Lemons into Lemonade

posted by Jason Kottke   Jun 11, 2019

This is an ad for Volkswagen’s I.D. Buzz, a concept car that is slated to enter production in 2022 as the long-awaited new version of the VW Microbus:

VW I.D. Buzz

This ad references a couple of different things. First, VW is being very aggressive in pushing their electric vehicles in the wake of their 2015 emissions scandal, in which the company intentionally programmed their diesel cars to run clean in test mode in order to meet US emissions standards. The second reference is to their iconic ad from the 60s:

VW Lemon

Whether or not the company will be successful in rehabilitating their reputation is one thing, but that ad is super clever.

VW has a history of referencing bad news about their brand in their advertising: How VW Turned Beastie Boys-Inspired Theft of Car Parts into a Clever 80s Ad.