Volkswagen Lemon Print Ad

Print Ads
Apr 17, 2018
Lemon AD
Lemon. This Volkswagen missed the boat. The chrome strip on the glove compartment is blemished and must be replaced. Chances are you wouldn't have noticed it; Inspector Kurt Kroner did. There are 3,389 men at our Wolfsburg factory with only one job: to inspect Volkswagens at each stage of production. (3000 Volkswagens are produced daily; there are more inspectors than cars.) Every shock absorber is tested (spot checking won't do), every windshield is scanned. VWs have been rejected for surface scratches barely visible to the eye. Final inspection is really something! VW inspectors run each car off the line onto the Funktionsprüfstand (car test stand), tote up 189 check points, gun ahead to the automatic brake stand, and say "no" to one VW out of fifty. This preoccupation with detail means the VW lasts longer and requires less maintenance, by and large than other cars. (It also means a used VW depreciates less than any other car.) We pluck the lemons; you get the plums.   Heatmaps highlight areas of the image that are likely to receive attention within the first 3-5 seconds:   Regions show the probability of where a person will look in the first 3-5 seconds: Visual sequence shows the most likely path that the human eye will follow when viewing the image:
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Image Description

The Volkswagen Lemon ad features a black and white image of a classic Volkswagen Beetle, accompanied by bold text "Lemon." The ad's design is minimalist, drawing attention to the car and the clever use of text to communicate quality control.

Positive Aspects

The ad cleverly flips the negative connotation of the word "lemon" to highlight Volkswagen's rigorous quality control. The minimalist design and bold text command attention and effectively convey the message of reliability and attention to detail. It’s a masterclass in turning a potential flaw into a feature.

Key Takeaways

  • Volkswagen emphasizes meticulous quality control, with a focus on detail that ensures a durable and reliable vehicle.
  • The ad highlights that more inspectors work on the cars than the number of cars produced, underscoring their commitment to quality.
  • By identifying and removing "lemons," Volkswagen ensures customers receive only the best vehicles, enhancing brand trust.
  • The use of humor and reversal of expectations makes the ad memorable and engaging.

Additional Insights

This ad is a classic example of how to use honesty as a marketing strategy. By openly admitting potential flaws, Volkswagen builds credibility and positions itself as a brand that cares deeply about product quality. It's a reminder that sometimes, acknowledging imperfections can be a powerful way to build trust with customers.

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