Deutsch launches campaign to clean VW’s image in the U.S.

“We’re working to make things right” assured the German company in an ad published in the major U.S. newspapers. The campaign developed by Deutsch agency ran in USA Today, New York Times, Washington Post, Chicago Tribune and Los Angeles Times, among others newspapers. This move is the first U.S. significant marketing response of VW to the emissions scandal. The same ad was published in the European newspapers. “Over the past several weeks, we’ve apologized to you, our loyal customers, about the 2.0L VW diesel emissions issue. As we work tirelessly to develop a remedy, we ask for your continued patience” states the ad signed by VW Group of America CEO, Michael Horn. The ads include also a customer Goodwill Package the automaker rolled out Nov. 9. The program is aimed at owners of vehicles affected and offers a US$1,000 dealership card that can be used for any purchases at VW, and also a three year free roadside assistance service.