Why Automotive Brands Are Centralizing Social Media Strategy

Volkswagen has appointed Berlin-based agency Jung von Matt SPREE as its global social media lead agency, consolidating management of six platforms under a single partner for the first time.

The platforms covered are Instagram, TikTok, YouTube, LinkedIn, Threads, and Facebook.

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Jung von Matt SPREE will handle digital strategy, manage Volkswagen's headquarters social channels, build community engagement, develop campaigns, and produce content across all six platforms.

Sebastian Dreiskämper, Volkswagen's Director of Social Media and Communications Steering, confirmed the strategic intent behind the appointment. "Our ambition is not only to tell the Volkswagen story in an authentic and original way, but also to actively involve our community and inspire it over the long term," he said.

Franziska Spiess, Managing Director at Jung von Matt SPREE, stated the agency's goal is to use social media to give Volkswagen "a clear profile, imbue it with cultural relevance, and thereby build a deep connection with our target groups around the world."

Appointment Arrives as Automotive Brands Race to Deepen Social Engagement

The appointment comes as automotive social media competition intensifies. Mercedes-Benz currently publishes 34 posts per day, generating 19,800 engagements per post. BMW publishes 37 posts per day. Both benchmarks reflect the volume and consistency that major automotive brands now require from their social operations.

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Industry data shows that Rivian achieves a 0.36% Facebook engagement rate, eight times the automotive industry median, by focusing content on a defined enthusiast audience rather than chasing follower scale.

Within the Volkswagen Group itself, Porsche sourced 50% of all its 2024 social content from user-generated posts through the #PorscheMoment campaign, providing an internal model Jung von Matt SPREE can reference for Volkswagen's community-building mandate.

Commercial stakes are also rising. Research indicates that 95% of automotive buyers use digital research before purchasing, and 45% are open to buying through social platforms directly.

Volkswagen Pairs Global Consolidation With Asia-Pacific Market Partners

The global appointment runs alongside separate regional moves across Asia. In January, Volkswagen Singapore appointed GrowthOps Asia as its lead creative, social media, and SEO agency, focused on always-on brand presence and upcoming vehicle launches in Singapore.

In Malaysia, Volkswagen Passenger Cars Malaysia appointed national cycling champion Azizulhasni Awang, known as the "pocket rocketman," as its inaugural brand ambassador. The appointment was anchored in shared values of performance, precision, and progress, connecting Awang's journey from Dungun to Olympic podiums with Volkswagen's brand narrative.

The dual approach, combining a single global agency with dedicated market-level partners and ambassadors, reflects how Volkswagen is structuring its social media operations across culturally distinct markets in Asia-Pacific.

The Jung von Matt SPREE appointment is operational. No timeline for performance milestones has been publicly announced.