NEW AUTO goes TikTok: Volkswagen Group debuts on video platform for digital natives...
Starting now, Volkswagen's transformation into a tech company will be accompanied by a TikTok channel called "newauto" - the name of the Group's strategy. This is the Volkswagen Group's first appearance on the trendy video platform. Creative and entertaining videos on the channel explain the historic transformation towards the mobility world of the future, which Volkswagen pushes forward with its NEW AUTO strategy
Infotainment on topics such as decarbonization, circular economy, battery & charging, car software or autonomous driving show the young target group Volkswagen's path to the future - towards a mobility that will be emission-free, autonomous and more individual than ever.
"We are experiencing the biggest transformation in the history of the car. That means new business areas and disruption. To promote trust in NEW AUTO, we also want to reach the digital, environmentally-conscious Generation Z. Instead of saying: strategy is too complex for a platform like TikTok, we are simply going ahead and trying it out - with infotainment," explains Michael Manske, Head of CEO & Digital Communications at the Volkswagen Group. By appearing on TikTok, the Group is increasingly becoming a provider of owned content. The main focus for Volkswagen is authenticity: the videos will focus on employees as TikTok creators.
The Group is continuously expanding its presence on international online platforms and is increasing direct interaction with its target groups. The strategic goal is to reach the most important target groups in the markets of Europe, the USA and China. To this end, interaction on Twitter, LinkedIn, Reddit, and TikTok in Europe and the United States has been established and expanded within the past 12 months, as well as on Weibo for the Chinese market.
Volkswagen Group
Starting now, Volkswagen's transformation into a tech company will be accompanied by a TikTok channel called "newauto" - the name of the Group's strategy. This is the Volkswagen Group's first appearance on the trendy video platform. Creative and entertaining videos on the channel explain the historic transformation towards the mobility world of the future, which Volkswagen pushes forward with its NEW AUTO strategy
Infotainment on topics such as decarbonization, circular economy, battery & charging, car software or autonomous driving show the young target group Volkswagen's path to the future - towards a mobility that will be emission-free, autonomous and more individual than ever.
"We are experiencing the biggest transformation in the history of the car. That means new business areas and disruption. To promote trust in NEW AUTO, we also want to reach the digital, environmentally-conscious Generation Z. Instead of saying: strategy is too complex for a platform like TikTok, we are simply going ahead and trying it out - with infotainment," explains Michael Manske, Head of CEO & Digital Communications at the Volkswagen Group. By appearing on TikTok, the Group is increasingly becoming a provider of owned content. The main focus for Volkswagen is authenticity: the videos will focus on employees as TikTok creators.
The Group is continuously expanding its presence on international online platforms and is increasing direct interaction with its target groups. The strategic goal is to reach the most important target groups in the markets of Europe, the USA and China. To this end, interaction on Twitter, LinkedIn, Reddit, and TikTok in Europe and the United States has been established and expanded within the past 12 months, as well as on Weibo for the Chinese market.
Volkswagen Group
