Tag Archive: EV


“In the darkness, we found the light. Introducing a new era of electronic driving.” – Volkswagen’s new advertising campaign tagline

“Hello, darkness, my old friend; I’ve come to talk to you again …” – Paul Simon and Art Garfunkel’s, “The Sounds of Silence”

Is the best defense a good offense?

Is the most effective present-day defense utilizing a Baby Boomer anthem and harkening back to the 1960s with its brightly colored Volkswagen Beetles and (Hippie) Microvans?

After being rightfully bashed and bloodied starting in the autumn of 2015 for deploying defeat software to deceive anti-pollution testing of its vehicles (Volkswagen, Audi and Porsche), heads rightfully started to roll at Volkswagen AG corporate headquarters in Wolfsburg, Germany.

On the line with “Dieselgate” was Volkswagen’s brand, but also the reputation of Germany’s legendary designers and engineers. Consider, there is probably no nation on earth that prides itself more than Germany for its commitment to the environment (note the recent electoral successes of die Grünen).

The Volkswagen cheating scandal was akin to catching a falling knife. Using another well-worn metaphor, the shocking story has legs and has been running unabated for nearly four years.

The scandal started in September, 2015 when the U.S. EPA charged Volkswagen with using illegal (air quality testing) manipulation devices. A related Department of Justice (DOJ) investigation was launched. Volkswagen’s chief executive officer Martin Winterkorn was fired.

A continuous chorus of charges, fines, lawsuits, increased governmental regulation, falling stock prices and recalls mounted against Volkswagen and its Audi and Porsche subsidiaries. Last year, German authorities indicted Winterkorn on aggravated fraud charges.

Almost DailyBrett noted that Volkswagen did not follow to the letter the four basic tenets of Crisis Communications: Tell The Truth, Tell It All, Tell It Fast and Move On. In many ways Volkswagen management was just hoping this mess would simply subside.

Volkswagen management, employees, shareholders and even Kanzlerin Merkel and the German government had to confront the metaphorical Scheisse-Sandwich … you don’t nibble.

Back To The Drawing Board

At some point, the world’s largest automobile designer/manufacturer would have to go back on offense.

In doing so, Volkswagen realized it could not assume a business-as-usual approach.

Ultimately, Volkswagen appreciated that it has to acknowledge its wrongdoing, beg for forgiveness, and somehow, someway commence the hard work of rebranding … essentially moving on.

Volkswagen of America hired New York’s Johannes Leonardo advertising agency, and secured the rights to “The Sounds of Silence.”

The question posed to VW management: Can a major ad buy (part of a reported $2 billion campaign) for its 1:45 second spot featuring a Baby Boomer/Yuppie anthem make everything right in the world for Volkswagen?

In and of itself, the answer is obviously: no.

Almost DailyBrett has always believed that Volkswagen is engaged in a marathon, not a sprint. Volkswagen’s story, which began in 1937, deserves another chapter.

Americans are credited for being an understanding people. They will not forget, but are they willing to forgive and give … even a corporate entity … another chance?

The Johannes Leonardo creative, which debuted with the NBA Finals and the NHL’s Stanley Cup last week, is edgy as it literally starts in the darkness with a news announcer directly referencing the Volkswagen scandal.

One suspects that securing VW’s management approval for an open acknowledgement of moral failure was easier said than done. As Chairman Mao found out, the long-march back starts with the first step.

In our world of advertising bombast and overkill, it’s the extremely clever advertisement that stops the viewer in his or her tracks and commands attention.

The dark Sounds of Silence images convey going back to the drawing board. The result is the coming resurrection of the VW microvan … a concept vehicle for now … with the message the company’s environmentally friendly electric vehicle does not contribute to climate change. Volkswagen envisions 22 EVs (electric vehicles) by 2028, and becoming carbon neutral by 2050.

Volkswagen has stumbled for nearly four torturous years. The questions are with its new ad campaign and beyond: Has the company finally learned its lesson, and are we as consumers willing to forgive, while certainly not forgetting?

https://www.youtube.com/watch?v=qEvNL6oEr0U

https://www.fastcompany.com/90359361/volkswagen-aims-for-feel-good-redemption-in-new-major-ad-campaign

https://www.caranddriver.com/features/a27784322/vw-hello-light-commercial-column/

https://www.cleanenergywire.org/factsheets/dieselgate-timeline-germanys-car-emissions-fraud-scandal

https://www.nytimes.com/2019/04/15/business/winterkorn-volkswagen-emissions-scandal.html

https://www.forbes.com/sites/davidkiley5/2019/06/06/vw-goes-back-to-the-future-in-new-ad-campaign-to-put-dieselgate-in-rear-view/#1026a00d3aa5

https://www.vw.com/

http://johannesleonardo.com/

Doesn’t the Declaration of Independence provide for life, liberty and the happiness of pumping our own gas?

There is certain joy that comes from feeling the surging petroleum rocket from the pump directly into my little green chariot. This Freude is kosher in the State of Washington and in California.

But what about that state in between?

Since 1951, it has been Verboten for a mere mortal motorist to pump his or her own gas in the State of Oregon. This antiquated 20th Century law requires petroleum transfer engineers (e.g., popular major at Oregon State University), and only PTEs to exchange fluids in the Beaver State.

What’s that Elon Musk?

Are you saying that EVs could spell doom to the PTEs?

The first affordable Tesla Model 3s are coming off the production lines in Fremont, California (the old NUMMI plant). The initial plans call for 110,000 this year and 500,000 next year.

From $35,000 upwards to $60,000 with all the fixins’, the intrepid all-electric motorist can roar from zero-to- 60 mph in 5.6 seconds with just a tap on the dashboard tablet without omitting one fossil fuel particle into the atmosphere.

Elon Musk, CEO of US automotive and energy storage company Tesla, presents his outlook on climate change at the Paris-Sorbonne University in Paris on December 2, 2015. / AFP / ERIC PIERMONT (Photo credit should read ERIC PIERMONT/AFP/Getty Images)

How’s that sound green Oregonians?

Even a Prius requires a PTE now-and-then. And despite all the hype and owner strutting, the Toyota hybrid still contributes to Climate Change. The proud owner may still be gluten free, but his or her precious Prius is nonetheless putting CO² into the air.

In contrast, the Tesla Model 3 can travel 220-to-310 miles on one charge of electricity. What does that mean to Oregon’s PTEs (same for New Jersey’s legally mandated PTEs)? Are each of you heading for the same crash landing as those who made buggy whips?

Electronic vehicles make PTEs as uncomfortable as a former sales dude or sales dudette at Borders as the imposing Amazon digital shadow hovered over the bricks-and-mortar store. Did you have that out-of-print book, Borders? Do you sell that obscure concerto, Barnes & Noble? Amazon does (Google “Long Tail” Theory”) as there are no physical restraints on its inventory.

Maybe the Oregon PTEs will unionize (if that haven’t already) and march into Salem (not the one where they burned witches) and ask for a new law requiring ETEs (Electricity Transfer Engineers) to recharge EVs in Oregon.

Wait a minute? Oregon could actually mandate that ETEs recharge your Climate Change friendly EV? Don’t bet against it.

Think of it this way, if the state Legislature in its infinite wisdom for 66 years and counting required PTEs to pump gas into each car and expressly forbids the motorist from doing the same, then what’s to prevent them from requiring highly trained electricity transfer engineers (ETEs) to recharge your EV Tesla, Volvo, BMW, Chevy etc.?

What’s next? Will the state mandate an ETE to plug in your toaster or change a light bulb?

Incentives Today; Taxes Tomorrow

Immediately south of Oregon, the Golden State’s one-party Legislature is weighing adopting the California Electric Vehicle Initiative, which would designate $3 billion for larger rebates for those who purchase Tesla and other electric cars.

In April, the same Legislature passed legislation raising California’s gas tax by 12 cents to 30 cents per gallon.

Let’s see the state is considering incentivizing EVs to the tune of $3 billion. And nearly at the same time raising gas taxes to raise $5.2 billion.

What happens if the EV revolution is real and a precipitous decline in fossil-burning vehicles ensues? Does that mean gas revenues will simultaneously decline? Oh dear.

And does that lead to actually taxing EV recharges even though these environmentally friendly cars have been incentivized by the state?

What’s more important in Sacramento and other state capitals? The environment? Tax revenues?

Seems like a silly question to even ask.

https://www.cnbc.com/2017/07/31/tesla-falls-after-model-3-as-street-thinks-musk-sounded-squeamish.html

https://www.washingtonpost.com/news/innovations/wp/2017/07/29/i-spent-three-minutes-inside-teslas-model-3-and-im-still-thinking-about-it-a-day-later/?utm_term=.98459e459664

https://www.quora.com/Why-is-it-illegal-to-pump-your-own-gas-in-New-Jersey-and-Oregon

https://www.wsj.com/articles/tesla-model-3-arrives-as-elon-musk-tries-to-manage-expectations-1501234208

http://www.mercurynews.com/2017/06/28/new-bigger-incentives-for-electric-cars-could-be-ahead-in-california/

http://www.latimes.com/politics/la-pol-sac-gas-tax-signing-20170428-story.html

 

 

 

 

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