Herndon, VA — Kimberley Gardiner’s approach to #marketing is simple; convey smart attitudes based on human truths. With more than 21 years of experience in #automotive consumer messaging, she has assumed lead of #volkswagen of America’s #marketing efforts at an extraordinary time for both brand and the entire passenger car industry. In a mature category with established competitors—and a recent wave of solid newcomers—Gardiner knows the importance of differentiating VW’s brand to potential buyers and repeat customers. We recently spoke with the Senior Vice President of #marketing on the challenges of the past year and how she plans to stand out in an era where standing out is the new normal.
Q: Can you speak to the challenges of #marketing automobiles in a pandemic, on top of a struggling economy? Now that sales are picking up again, what does a brand like #volkswagen need to do to stand out?
A: The past year has taught us that we need to accelerate transformation in our industry, especially in #marketing. With the restrictions and concerns we’ve all been dealing with, it’s critical for us to meet customers where they are. That might translate to being more targeted with our television ads, or a greater emphasis placed on digital channels that allow for more personalization. Once we meet them, we need to get to know them, more than ever before. #marketing in the #automotive realm is not just about talking up your product, but also about listening to your potential buyers on what they care about and what’s important to them. When you get that, you can better help them in their journey to discover the right vehicle—and in our case the right Volkswagen—for them.
COVID has taught us that being nimble with your #marketing strategy is so very important. What works one day may literally be useless the next. There is more value in the customer experience than ever, no matter what new challenges or restrictions you’re facing. We’re focused on giving our buyers an easier, more seamless experience through conversation-based #marketing. Even when things start to return to normal, this two-way approach is the new way forward. Traditional, one-way communications will simply not move the needle in this industry any more.
Q: What attracted you to the VW brand? Do you have a favorite #volkswagen ad or campaign?
A: Right now, #volkswagen has so much potential to re-define the #automotive space. It’s a global brand that has managed to maintain the youthful energy of a start-up, and that has always come across in the #marketing, campaign after campaign. E-Mobility in particular is very much a revolution, and revolutions are youthful, energetic, even daring at times. #volkswagen has long had that image in my eyes, and we now have the opportunity to leverage it in an authentic manner that makes sense. As for past campaigns, there are a handful that stand out, but ‘Driver’s Wanted’ may be my favorite. It was clever, funny and most importantly, true. It’s the same energy we have driving #people to cars like our ID.4 and Taos today.
Q: Speaking to EVs, the field is much more competitive than it was just a year ago and new players are joining all the time. How will VW attract both the early adopters and first-time buyers needed to stand out in the crowd?
A: Our latest ID.4 campaign has a recurring message that says “Before it can change the world, it has to change yours.” That’s not just a catchy line to keep #volkswagen in your head. It’s a philosophy that’s at the heart and soul of this car. We’ve segmented our market into three groups of buyers and in the ads we speak to all three: the Early Adopters who want to dive right into the new technologies of e-Mobility, the EV Interested who just need a nudge that ID.4 is the right choice for them, and the EV Open who require more concrete examples of how the car can integrate into their daily life. The easy part of it all is that we have a product that can speak to all three groups quite well. If we can effectively reach all of these market segments, #volkswagen won’t just stand out—it will live up to its namesake of being “the people’s car” in a very exciting time for the industry. I’m thrilled to be part of it.
