Volkswagen’s drive local campaign shines

Supporting locally manufactured goods

27 July 2020 | Business

We have enjoyed exceptional sales performance in the local market and we want to express our gratitude through the drive local campaign. Mike Glendinning, Sales and marketing director. Volkswagen Group South Africa.

Drive Local campaign is Volkswagen’s way of moving South Africans forward. Launched in June 2020, Volkswagen’s drive local campaign is an endorsement of the brand’s commitment to help South Africans recover from the Covid-19 pandemic.

“The drive local campaign is our way to help South Africans get back on their feet and on the road – whether economically or through corporate social investment initiatives.

We support the buying of locally manufactured goods, local businesses as well as initiatives that help our communities,” said Mike Glendinning, Volkswagen Group South Africa sales and marketing director.

“Our proudly South African Polo and Polo Vivo, which are the only locally-manufactured compact hatch models in their segments, have enjoyed exceptional sales performance in the local market and we want to express our gratitude through the drive local campaign,” added Glendinning.

The drive local concept was brought to life in an optimistic and heart-warming television commercial. The story is set in a small town in a post-lockdown South Africa; cars are rolling off the assembly line and the country is slowly coming alive.

The vehicles seen arriving in a forgotten little town are a physical manifestation of the goodwill and optimism rippling across South Africa. Everyone is adjusting to a world where social distancing is the “new normal”, but the advert depicts a story of South African resilience and support for one another.

Volkswagen is heeding the call to drive local by investing in corporate social investment (CSI) initiatives aimed at alleviating the impact of the pandemic.

Through the Volkswagen Community Trust, VWSA handed over a total of R 340 000 to Non-Profit Organisations in Nelson Mandela Bay as well as over 50 000 meals to primary schools in the area.

In an effort to support female entrepreneurs that have been hard hit by the pandemic, Volkswagen also launched the Volkswagen Lionesses Den competition at the beginning of July.

The ‘lionesses den’ competition is a call to female-owned businesses in South Africa to share a two-minute business pitch. The top three pitches will win capital to invest in their businesses and in turn help drive the South African economy forward. – Motor Press