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“It's less about a demographic, and it's more about a value.” – Rachael Zaluzec
Mobility continues to evolve as vehicles become connected platforms powered by software, data, and automation. Yet the emotional connection between drivers and vehicles continues to shape loyalty, identity, and brand trust. Technology may change how vehicles operate, but human experience continues to influence why people drive and how they choose brands.
In this episode of The Speed of Culture podcast, Rachael Zaluzec, Chief Marketing Officer and Senior Vice President of Customer Experience and Brand Marketing at Volkswagen of America, joins Matt Britton to explore how Volkswagen's brand marketing strategy blends innovation with emotional storytelling. Rachael shares why the return of the Volkswagen ‘Drivers Wanted’ campaign reflects cultural change, how AI in automotive customer experience supports personalization, and how evolving 2026 Automotive marketing trends continue to reshape mobility and brand connection.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Driving Culture Still Matters in a Digital Mobility World
Vehicles are transforming into digital ecosystems that integrate infotainment, AI voice interaction, and personalized software experiences. However, Rachael emphasizes that technology must strengthen emotional connection rather than replace it.
Volkswagen continues to view driving as a cultural experience tied to identity, independence, and freedom. This perspective shapes Volkswagen's brand marketing strategy, where personalization and emotional storytelling support product innovation.
As AI in automotive customer experience expands, the focus shifts toward creating intuitive interactions that support drivers while preserving the emotional value of mobility. Technology supports the experience rather than defining it.
The Volkswagen ‘Drivers Wanted’ Campaign Returns With Cultural Relevance
The revival of the Volkswagen ‘Drivers Wanted’ campaign reflects a broader shift toward cultural storytelling across 2026 Automotive marketing trends. Originally launched in the late 1990s, the campaign helped redefine Volkswagen as a brand connected to individuality and self-expression.
Today, transportation options such as ride sharing and automation influence how consumers interact with mobility. The modern Volkswagen ‘Drivers Wanted’ campaign reinforces ownership, independence, and driver identity. It invites consumers to reconnect with driving as a personal experience shaped by choice and lifestyle.
This approach highlights how modern automotive marketing moves beyond product specifications toward emotional relevance and community connection.
Autonomous Driving Expands Accessibility While Preserving Experience
Automation continues to influence the Future of autonomous driving Volkswagen strategy, particularly through safety enhancements and accessibility advancements. Rachael explains that advanced driver assistance systems improve road safety while supporting drivers rather than replacing them.
Autonomous technology also creates opportunities for individuals who may not otherwise have access to mobility. This reflects the broader evolution of Customer experience in the automotive industry innovation, where accessibility and convenience support inclusivity.
Volkswagen continues to approach automation as a tool that enhances mobility while preserving the cultural and emotional importance of driving.
The Volkswagen Super Bowl Campaign Strengthens Brand Positioning
The relaunch of the Volkswagen brand messaging through the Volkswagen Super Bowl campaign demonstrates the importance of cultural timing in brand storytelling. The creative concept was completed before media placement decisions, ensuring the message supported long-term brand strategy rather than short-term promotion.
The Volkswagen Super Bowl campaign also strengthens alignment across internal teams, dealerships, and customers. It acts as a national platform to introduce Volkswagen’s renewed brand voice and reinforce emotional connection across audiences.
This strategy reflects how Volkswagen's brand marketing strategy integrates storytelling, cultural relevance, and long-term brand trust.
Creator Influence Reshapes Automotive Storytelling
Authenticity continues to shape how consumers evaluate major purchases. Creator influence in automotive marketing allows brands to communicate ownership experience through real voices and lived perspectives.
Rachael explains that creator storytelling helps audiences understand how vehicles fit into everyday life. Technical performance messaging still plays an important role, especially when communicating safety and product capabilities. However, emotional storytelling and authenticity influence trust and purchase confidence.
This shift reflects broader 2026 Automotive marketing trends, where community and relatability shape brand loyalty.
The Modern Marketing Leader Must Blend Storytelling and Data Strategy
Marketing leadership continues to evolve as technology expands audience targeting, performance measurement, and media channel complexity. Rachael explains that storytelling remains the foundation of effective marketing, but leaders must also understand analytics, technology platforms, and performance accountability.
She highlights how CMOs function as business translators who connect creative messaging with measurable business outcomes. This reflects the growing importance of data fluency within Customer experience in automotive industry leadership.
Career Growth Comes From Cross-Functional Learning and Challenge Acceptance
Rachael credits her career growth to exploring multiple disciplines, including human resources, customer experience, and digital strategy. She encourages professionals to pursue complex assignments and expand knowledge beyond one department.
Cross-functional exposure strengthens decision-making and leadership confidence. This perspective reflects leadership development trends across 2026 Automotive marketing trends, where adaptability and multidisciplinary experience shape long-term success.
What This Means for Marketing Leaders and Mobility Innovators
This episode offers more than a conversation about automotive marketing. It provides a practical lens on how brands evolve while maintaining an emotional connection with customers.
The lessons are clear:
- Technology must support human experience.
- Brand storytelling must reflect identity and values.
- Creator storytelling strengthens trust and relatability.
- Automation must balance innovation with cultural relevance.
- Leadership growth depends on versatility and challenge acceptance.
For leaders navigating brand marketing strategy, evolving 2026 Automotive marketing trends, or exploring the future of AI in automotive customer experience, this conversation provides a grounded perspective shaped by real industry experience.
