VW - Celebrating with a Commitment to Community | SMG

Celebrating with a Commitment to Community

When Volkswagen approached its 50th year of doing business in the United States, the corporation could have marked the occasion with a lavish celebration or a showy advertising blitz. But Dr. Jens Neumann, President of Volkswagen's North American Region, saw it as an opportunity to make a lasting gesture, to demonstrate the company's appreciation to US citizens for their support. But how to best select a worthy organization to be the first non-profit association supported by Volkswagen?

At around the same time that Neumann and his team were contemplating appropriate partnerships, the corporation reintroduced the roomy EuroVan to the US market and re-established the Mobility Access Program. Through this program, anyone who purchases a EuroVan can receive a $500 rebate for hand controls, or up to $1000 for a wheelchair lift, as necessary.

Neumann saw in the 50th anniversary and the renewed Mobility Access Program—coupled with a new awareness brought about by a new government affairs office in Washington DC—an opportunity to make a difference. With assistance from Steve Keyes in Volkswagen's Public Relations department and Heidi Korte from Volkswagen Brand Promotions, among others, he made his decision. In October 1999, Volkswagen of America, Inc. presented $500,000 to the advocacy organization the American Association of People with Disabilities (AAPD).

Raising Awareness Across the Country

The AAPD was busy preparing for an anniversary of their own. Nearly ten years had passed since the landmark Americans with Disabilities Act became law, and the AAPD was contemplating playing a critical role in conducting a cross-country torch race to raise awareness about the contributions of disabled Americans.

Volkswagen's generosity has helped to make that event a reality. Initiated on February 24 with a torch-lighting ceremony in Houston, the Spirit of ADA Torch Relay will depart from Houston on June 11, traversing the country first West, then East and South and culminating in New York in early August. Along the way, the relay hopes "to connect, inform, educate and involve people across the United States in celebrating the contributions of children and adults with disabilities to American society."

The torch relay will also light the way for further inroads from Volkswagen to the disability community in relay cities. The company is developing a field manual for the dealerships in the markets where the torch relay is taking place, advising the dealership on ways to connect with the disability community in their areas. This initiative may seed a broader national program geared toward this market.

New Roads for Volkswagen

With few prior connections to the disability community, making the AAPD the only non-profit organization ever supported by Volkswagen has not gone unnoticed around corporate headquarters and other offices throughout the country. All of Volkswagen's 600+ US dealers are now prepared to comply with the Mobility Access Program and are kept informed about the evolving relationship with the AAPD. Employees who had personal connections to the disability community have begun to come forward at work and share their experiences of having disabled relatives and friends. As a result of the AAPD partnership, employees with disabled family members who lack transportation may have access to EuroVans for personal use.

As a next step, Volkswagen's Human Resources divisions are developing a recruitment program to target potential employees with disabilities. Volkswagen human resources representatives have joined the Business Leadership Network to find out where to post vacancy announcements for maximum exposure; the first series of such announcements should be posted in the coming weeks.

Although the recruitment advertising hasn't taken place yet, Volkswagen product advertisements has begun appearing for the first time in disability publications, including New Mobility and We Magazine. Lift manufacturers Braun and Ricon have been apprised of the Mobility Access Program and Volkswagen's commitment to the AAPD.

The Bottom Line

It's too early to attach a dollar figure to the positive feedback generated by the AAPD partnership. Over the coming months, Volkswagen will establish sales goals tied to the outreach to the disability community for Fiscal Year 2001.

The AAPD partnership has introduced Volkswagen to other disability organizations, helping the company to develop an understanding of the immense community and market potential. The lighting of the torch in Houston is just the beginning of a long road of opportunity for Volkswagen of America.