This is the group's first appearance on the trendy video platform.
Creative and entertaining videos on the channel explain the historic transformation towards the mobility world of the future, which Volkswagen pushes forward with its NEW AUTO strategy.
Infotainment on topics such as decarbonisation, circular economy, battery & charging, car software or autonomous driving show the young target group Volkswagen's path to the future - towards a mobility that will be emission-free, autonomous and more individual than ever.
By appearing on TikTok, Volkswagen is increasingly becoming a provider of owned content. Volkswagen said its main focus is authenticity: the videos will focus on employees as TikTok creators.
The group is continuously expanding its presence on international online platforms and is increasing direct interaction with its target groups. The strategic goal is to reach the most important target groups in the markets of Europe, the USA and China.
To this end, interaction on Twitter, LinkedIn, Reddit, and TikTok in Europe and the United States has been established and expanded within the past 12 months, as well as on Weibo for the Chinese market.
The TikTok community is tech-savvy and interested in sustainability
More than one billion people worldwide come to TikTok every month to be entertained, learn, laugh, or discover something new. The leading platform for short mobile videos gives brands the opportunity to reach target groups they can hardly reach on other platforms.
In a 2020 study of car-enthusiast users by GlobalWebIndex, 77% of car fans on TikTok were found to be very tech-savvy, that they were interested in technology (Germany: 61.3%). Over half of the respondents (51.9%) were said to care about environmental issues (Germany: 42.9%).
"We are experiencing the biggest transformation in the history of the car. That means new business areas and disruption. To promote trust in NEW AUTO, we also want to reach the digital, environmentally-conscious Generation Z. Instead of saying: strategy is too complex for a platform like TikTok, we are simply going ahead and trying it out - with infotainment," said Volkswagen Group head of CEO & digital communications Michael Manske.
