Dive Brief:
- Volkswagen of America has named technology consultancy CI&T as its digital agency of record (AOR), according to a press release.
- CI&T will work on the automaker’s core digital marketing and ownership ecosystem in the U.S., including strategy, design and development across VW.com and its mobile app. The firm was noted for its use of generative artificial intelligence (AI) and product-first approach, which have played a role in recent vehicle launches.
- CI&T, which has headquarters in Brazil and Oakland, California, was also praised for its efficient “nearshore delivery model.” Volkswagen switching up its digital marketing comes as the business encounters headwinds like tariffs.
Dive Insight:
Volkswagen is partnering with a consultant known for tech-driven transformation to tune up its digital marketing strategy and customer-facing assets like the MyVW mobile app. CI&T’s know-how in generative AI was listed among the reasons the automaker picked the firm as AOR, speaking to how AI continues to influence high-level marketing decisions.
Automakers broadly are focused not only on selling more cars, but also evolving the technology attached to those vehicles, including infotainment systems on dashboards and mobile apps for owners. Volkswagen last year souped up MyVW with Google generative AI software like Gemini and Vertex.
CI&T’s app development capabilities have recently won recognition from Forrester Research, with plaudits in areas like speed and the “transitioning of clients from project to product-based working.” WPP agencies previously handled aspects of Volkswagen’s digital business, including the VW website.
“Digital is key to how customers experience the Volkswagen brand, and we’re focused on reimagining every touchpoint to be more seamless, intuitive, and valuable,” said Rachael Zaluzec, CMO at Volkswagen of America, in a statement around the CI&T appointment.
CI&T has already aided in the rollout of vehicles like the ID. Buzz, an all-electric revamp of Volkswagen’s iconic bus model, and the latest iterations of the Tiguan and Taos lines. Not all of those launches have been smooth, however.
The much-hyped ID. Buzz has arrived late at dealers, run over budget and been subject to recalls, The Wall Street Journal reported. It is also becoming more widely available just as tariffs roil the auto sector. In addition, sales of EVs are declining sharply in the U.S. while more consumers are holding off on big-ticket purchases due to concerns about the economy.
