Volkswagen has unveiled a major reset of its global social media approach with the appointment of Jung von Matt SPREE as its lead worldwide social media agency, marking a decisive shift in how the automaker plans to engage digital audiences across markets.
The new mandate places Jung von Matt SPREE at the centre of Volkswagen’s global social media operations, covering digital strategy development, coordination of headquarters-level activity, community building, campaign execution, and the production of platform-native content for channels including Instagram, TikTok, YouTube, LinkedIn, Facebook, and Threads. The collaboration is already underway, reflecting the brand’s urgency to accelerate its digital transformation.
Brandspur Brand News understands that Volkswagen is repositioning social media from a supporting communication tool into a core driver of brand growth. The automaker is seeking stronger consistency in its global brand voice while deepening emotional connection within the highly competitive mass-market vehicle segment. Central to this shift is a focus on participation, cultural relevance, and long-term community engagement rather than one-way publishing.
According to Sebastian Dreiskämper, Director of Social Media and Communications Steering at Volkswagen, social platforms have become one of the brand’s most critical engagement touchpoints. He said the company aims to communicate with greater authenticity while inviting audiences into a more interactive and sustained relationship with the Volkswagen brand ecosystem.
He added that Jung von Matt SPREE stood out for its strategic clarity, global brand experience, and deep digital capability, noting that the agency’s working culture aligned closely with Volkswagen’s expectations and ambitions.
From the agency’s perspective, the partnership represents an opportunity to translate Volkswagen’s physical scale into cultural relevance online. Franziska Spiess, Managing Director at Jung von Matt SPREE, said the goal is to make the brand’s global reach as meaningful on social platforms as it is on the road, using storytelling to sharpen identity and strengthen emotional bonds with audiences worldwide.
Alongside the global reset, Volkswagen continues to strengthen its regional digital presence. In Singapore, the automaker recently appointed GrowthOps Asia as its lead creative, social media, and SEO partner to drive always-on engagement and support upcoming vehicle launches in a crowded automotive market.
In Malaysia, Volkswagen Passenger Cars Malaysia has also expanded its use of personality-led storytelling to connect with audiences, highlighting themes of precision, performance, and forward momentum.
Collectively, these initiatives signal a broader strategic repositioning, with Volkswagen aligning its digital communications more closely with culture, community, and participation as it competes for attention in an increasingly crowded global media environment.
