Instead of having Volkswagen's cars sit on the dealer lots, the automotive brand has launched an initiative in the US to support the Covid-19 crisis and make them useful in the Community-Driven Atlas mobility programme.
Through this initiative, VW dealers are encouraged (but not forced) to activate and mobilise in two ways. Hand the keys over to a worthy organisation doing good in the area during the crisis OR deploying their workers to drive the car in service of community needs (delivering groceries, etc.).
In partnership with Johannes Leonardo, the VW's primary agency in the US, this is part of an ongoing effort by the brand to encourage all to 'Drive Bigger' during this time in a hyper-local and grassroots way. It started with the financial plan that the agency launched a couple of weeks ago called the Community Driven Promise. Volkswagen believes that the best people to help our communities, are the people who live within them.
"Since this pandemic began, our dealers have been quick to react to support those in need within their local communities,” said Saad Chehab, Volkswagen senior vice president of marketing. “Some dealers already decided to 'drive bigger' and start their own pickup and delivery service programs. Today, we are announcing our brand’s financial contribution to those efforts across the entire dealer network and giving them the support to do even more. So if you happen to see a Volkswagen Atlas driving by marked with 'Community Driven' on its side, know it’s driving for a great cause.”
A 'Dealer Response Team' will consist of a dealership employee as a driver and a vehicle. The team can be called upon for tasks such as delivering food to a local food bank, transporting masks and gowns to an area of critical need, or even dropping off necessary items to someone unable to leave their home – all at no cost to the group or person making the request. Only dealership employees will be permitted to drive the vehicles. Volkswagen corporate will offer dealers a daily stipend per vehicle to cover fuel and lease costs. All transport requests are subject to dealership approval and availability.