Volkswagen Apologizes For Racist Ad, Cites ‘Lack Of Intercultural Sensitivity’
Image via Firdaus Khaled / Shutterstock.com
Volkswagen faced backlash for its latest advert featuring its new eighth-generation Volkswagen Golf. The ad was deemed racist, and the company has issued a formal apology after pulling the commercial immediately from Instagram.
The statement detailed the plans the company would take to ensure that inappropriate content will be avoided moving forward.
“On behalf of the Board of Management, I want to formally apologize for offending people as a result of a lack of intercultural sensitivity and professionalism,” Hiltrud D. Werner, a member of the Volkswagen Group Board of Management, said in the statement. “This was a violation of values for which Volkswagen stands.”
The ad was criticized for showing a large white hand lifting and flicking a Black man away from the yellow Volkswagen Golf. The man was shoved into a restaurant called, Petit Colon, which translates to “Little Settler” or “Little Colonist.”
After removing the ad from its social media platform, Volkswagen issued the apology and promised an investigation to tackle the insensitive advert. Werner concluded that “racist intentions did not play any role whatsoever,” per Auto News.
Volkswagen Group CEO Herbert Diess promises to give up his position as head of the VW brand but will stay on as head of the group. VW brand executive Ralf Brandstätter will then take up the role of CEO.
The advertisement can be viewed here.
The #Volkswagen core brand is to be led by Ralf Brandstätter from July 1, 2020. The CEO of the #VWGroup, Dr. Herbert Diess, who had previously been responsible for both functions, will therefore receive greater leeway for his tasks as Group CEO. https://t.co/IOLDTcqvKt pic.twitter.com/p3MgxSm8gQ
— Volkswagen Group (@VWGroup) June 8, 2020
[via Business Insider, cover image via Firdaus Khaled / Shutterstock.com]
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