How Volkswagen Middle East Is Building Cultural Connections on the Road
Shereen Shabnam
In today’s dynamic automotive landscape, brands must go far beyond engineering excellence to capture the hearts of consumers — they must connect on a cultural level. At the forefront of this shift is Virginie Ludmer, Marketing Director of Volkswagen Middle East, who is steering the iconic German marque into a new era of emotional resonance across the region.
From campaigns like Reflections En Route, which reframe journeys through personal perspective, to bold creative expressions such as the GTI Art Project, Volkswagen Middle East is redefining how global values are adapted locally — with impact, authenticity, and flair. In this exclusive conversation with Global Trend Monitor, Virginie shares how the brand translates its heritage into storytelling that speaks to the Middle Eastern consumer, building loyalty through relevance.
Volkswagen is a globally recognised brand. How do you approach tailoring that identity to resonate with audiences in the Middle East?
At Volkswagen, our global identity is anchored in reliability, innovation and timeless design, qualities that have earned the brand trust across generations. But in the Middle East, we know that true connection goes deeper it’s not just about translation, it’s about cultural relevance. We immerse ourselves in the region’s values, the centrality of family, the spirit of hospitality, a deep respect for heritage, and a bold sense of aspiration. This understanding informs everything we do, from the way we craft our stories and visuals to the experiences we deliver and the partnerships we nurture. Our aim is not simply to exist in the region, but to become part of its cultural fabric, making Volkswagen feel proudly at home in the Middle East.
Let’s talk about Reflections En Route. What inspired this campaign and how does it reflect the brand’s evolving narrative in this region?
Reflections En Route was born from a universal truth: journeys transform us. But in the Middle East, where every drive can unlock stories of self-discovery, deep-rooted family bonds and awe-inspiring landscapes, that truth takes on even greater depth. This campaign set out to honour that reality by shifting the lens from brand-led narratives to human-led stories. Through the eyes of real people navigating the roads of the region, we captured moments that were raw, personal and emotionally resonant. It signalled a new chapter in our storytelling approach, one that places authenticity, cultural nuance and empathy at the forefront and reflects the richness of life as it is truly lived here.
The GTI Art Project was a striking blend of creativity and culture. What role do such artistic collaborations play in Volkswagen’s marketing strategy?
Artistic collaborations such as the GTI Art Project enable us to engage with culture in a meaningful and authentic way. The GTI is a global icon but reimagining it through a local artistic lens gave it renewed life and deeper relevance in the Middle East. These partnerships go beyond aesthetics; they are about storytelling, identity, and cultural expression. They allow us to build genuine connections with younger, creatively driven audiences while championing the region’s growing creative economy. Through initiatives like this, we not only enhance the brand’s cultural presence but also create a platform for regional talent to thrive.
How do you ensure Volkswagen’s messaging remains inclusive yet locally meaningful?
Inclusion starts with intention and listening. We collaborate closely with local creatives, cultural consultants, and communities to make sure our campaigns aren’t just representative but respectful. From the language we use to the stories we tell, our focus is on celebrating the diversity of the Middle East, not only in ethnicity or nationality, but also in identity, lifestyle, and perspective. Every piece of content goes through a process of reflection and refinement to ensure it resonates with and reflects the people we’re speaking to.
What do you believe are the elements of a truly ‘culturally relevant’ campaign? Can you share a moment where local feedback reshaped your approach?
A culturally relevant campaign is grounded in genuine insight, not assumption. It speaks the local language not only in words, but in emotion. This means aligning storytelling with cultural moments, traditions, and social values that matter. One example that stands out is when we received early feedback on campaign visuals that did not fully reflect regional expectations around modesty. Thanks to that valuable input from our partners, we were able to adapt swiftly and produce content that was both impactful and culturally appropriate.
Another strong example is our localisation of the global #NotWomensFootball campaign. Originally created to celebrate the skill, passion and professionalism of female footballers during UEFA Women’s EURO 2022, we reinterpreted the campaign with cultural awareness while preserving its empowering spirit. The outcome was a bold yet respectful narrative that championed inclusivity in sport and felt authentic to our audience in the region. It is a reminder that global stories resonate most when adapted with intention, care, and local understanding.
Emotional connection is a powerful marketing tool. What are some of the unexpected ways Volkswagen has managed to deepen its bond with consumers in the region?
Sometimes, the most powerful stories come from our customers themselves. In our Heart and Wheels series, we featured a multigenerational family that had cherished and passed down their Volkswagen for decades. It wasn’t just a story about a car, it was about legacy, trust, and shared memories. Similarly, during Ramadan, instead of focusing on commercial messages, we highlighted personal journeys of reflection and reconnection, told from behind the wheel of a Volkswagen. These stories, simple, sincere, and human, resonated far beyond traditional advertising. They created a space where people saw their own lives reflected in the brand.
How do you communicate values on sustainability and innovation to a regional audience in ways that inspire action?
We know that to inspire action, we must first make innovation feel accessible and relevant. Our communications focus on how technology, whether it’s electric mobility, advanced safety features, or connected infotainment, can enhance everyday life. On sustainability, we frame our efforts in the context of the region’s own ambitions, such as the UAE’s Net Zero 2050 strategy as well as Saudi Arabia’s SGI 2030 strategy. By aligning with these wider goals and showcasing our innovations in action, we turn abstract concepts into tangible benefits for our consumers.
Looking ahead, what new directions can we expect in terms of regional brand engagement? Are there any upcoming projects or campaigns you’re particularly excited about?
We’re entering a new phase where digital innovation meets cultural expression. You’ll see Volkswagen leaning more into immersive, experiential marketing, blending digital and on-ground touchpoints to tell richer, more interactive stories. We’re also continuing to deepen our collaboration with regional creators to ensure our content feels more rooted in local culture. Upcoming projects will reflect this shift, through storytelling-led campaigns, meaningful partnerships, and creative formats that celebrate the identity and energy of the Middle East.
