Back to News
VOLKSWAGEN’S DRIVE LOCAL CAMPAIGN SHINES SPOTLIGHT ON PROUDLY SOUTH AFRICAN PRODUCTS
|Date: 23 Jul 2020
||Author Type: Press Release
|Author: Volkswagen South Africa
|Source: Volkswagen South Africa
Johannesburg – 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 (CSI) 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 (VWSA) 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 CSI initiatives
aimed at alleviating the impact of the pandemic. VWSA converted an unused PE
Plant Facility in the Eastern Cape into a temporary field hospital. The first
phase of the Rev. Dr Elizabeth Mamisa Chabula-Nxiweni Field Hospital, which
included the handover of 1 485 beds for Covid-19 patients including those who require oxygenation, was handed
over to the Eastern Cape Department of Health last month. Once the second and
third phases are complete, the facility will accommodate more than 3 300 beds
Through the Volkswagen Community Trust, VWSA handed
over a total of R340 000 to Non-Profit Organisations in Nelson Mandela Bay as
well as over 50 000 meals to primary schools in the area. In addition, the schools
also received 5 000 protective face masks. The masks were sewn by a local woman
co-operative, Gusco, which is also making 10 000 children masks for the greater
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. The competition, which is
open until 2 August 2020, will see three female entrepreneurs winning a total
cash injection of R175 000 for their businesses.
“As a company that has been operating in South Africa for
70 years, we are deeply invested in the local economy and we are committed to
seeing the citizens of South Africa thrive in order to secure our future
together,” concluded Glendinning.
The Drive Local television commercial, which has
received rave reviews from advertising pundits and brand experts like Andy
Rice, MarkLives, and Brendan Seery (OrchidsandOnions) will be screened until
26 July 2020.
- Drive Local campaign is Volkswagen’s way of moving
South Africans forward.
Watch the Drive Local television commercial here: