The automotive industry is changing quickly as technology reshapes how people move and interact with vehicles.
In this episode of The Speed of Culture podcast, Matt Britton speaks with Rachael Zaluzec, CMO and SVP of customer experience and brand marketing at Volkswagen of America.
Rachael explains how the Volkswagen “Drivers Wanted” campaign is returning as a cultural statement about independence and identity. The conversation explores 2026 automotive marketing trends, the role of AI in automotive customer experience, and how Volkswagen is blending heritage with modern technology while preparing for the future of autonomous driving Volkswagen strategy.
She also explains how Volkswagen is evolving its brand without losing its emotional identity. Her leadership reflects a modern Volkswagen brand marketing strategy built around human connection, personalization, and trust.
Rachael’s career spans human resources, digital transformation, and customer experience leadership. This cross-functional experience shapes her approach to customer experience in automotive industry innovation.
Since stepping into her executive marketing role, she has helped guide Volkswagen through major transformation efforts including electric vehicle adoption, digital integration, and expanded personalization strategies. Her leadership continues to shape Volkswagen’s positioning across 2026 Automotive marketing trends and evolving mobility expectations.
Key Takeaways:
[05:09] The Volkswagen ‘Drivers Wanted’ Campaign Returns as a Cultural Statement — The relaunch of the Volkswagen “Drivers Wanted” campaign shifts focus from product promotion to cultural storytelling. First introduced in the late 1990s, it helped reposition the brand for younger drivers. Today, it returns as a message about independence and mobility ownership. Rachael explains that ride sharing and automation have reduced personal control over travel. The revived campaign invites consumers to reclaim that control while aligning with broader 2026 automotive marketing trends focused on identity and lifestyle.
[11:13] The Volkswagen Super Bowl Campaign Reinforces Brand Identity — Volkswagen relaunched its messaging through the Volkswagen Super Bowl campaign only after creative development was complete. The concept existed before media placement, ensuring the message justified the investment. The Volkswagen Super Bowl campaign builds awareness while aligning dealers, employees, and partners around a unified brand message. It also launches a long-term integrated strategy rooted in a strong Volkswagen brand marketing strategy built on storytelling, culture, and long-range brand positioning.
[15:42] Creator Influence in Automotive Marketing Builds Authentic Trust — Consumers increasingly trust real voices when researching major purchases. Rachael explains how creator influence in automotive marketing helps Volkswagen communicate emotional brand value through real driver experiences. Creators help audiences visualize ownership beyond specifications. While performance messaging still matters, Creator influence in automotive marketing strengthens authenticity and purchase confidence. This strategy supports broader 2026 Automotive marketing trends focused on trust, relatability, and experience-driven decision-making.
[20:00] Modern CMOs Must Balance Creativity, Technology, and Data — Marketing leadership now requires both storytelling and technical fluency. Rachael explains that strong messaging still drives engagement, but CMOs must also understand analytics, platform integration, and performance measurement. During this interview, Rachael describes CMOs as data strategists and technology translators who drive measurable growth. This evolution reflects the modern Volkswagen brand marketing strategy and the growing importance of Customer experience in the automotive industry transformation.
