Volkswagen is lending its wheels to pick up and deliver much-needed food and supplies to communities across the country amidst the Coronavirus pandemic.
The brand released a video on digital media and television to advertise the 600 locally-owned dealerships across the United States taking part in its response to the outbreak, called “Community-Driven”. People can request help from Volkswagen “Dealer Response Teams”, which consist of a dealership employee and an Atlas SUV, to make deliveries free of charge. The Dealer Response Teams will be making the rounds to food banks, bringing masks and gowns to hospitals, and dropping off essential items to homes of people who cannot leave. Participating vehicles will be labeled with “Community-Driven” stickers to help further promote the initiative. Volkswagen is posting pictures of the vehicles on social media—where it has one of the highest interaction rates for auto brands, according to a Gartner report—to help people to recognize them in their communities.
In addition to pick-up and drop-off assistance, Volkswagen is making an effort to look out for the financial strains affecting people across the nation. As such, Community-Driven includes deferred and flexible payment options for car owners. As people face economic hardships, granting leniency for car payments could help customers stay afloat during the pandemic, as well as increase brand loyalty amidst plunging car sales.
Volkswagen’s driven approach demonstrates how inventive brands are becoming to connect with consumers in the face of the pandemic.