• by Tanya Gazdik , Staff Writer, February 3, 2025

2024 was a banner year for Volkswagen of America, with exciting new products and equally exciting sales figures. 

Volkswagen outperformed competitors, with sales last year increasing 15% compared to 2023. Fourth-quarter sales were up 7% compared to the same quarter of 2023.  Jetta and Tiguan sales supported the brand’s growth by increasing 51% and 24% year over year, respectively. Atlas sales grew by 24%. 

Of course, marketing figured prominently into the equation -- and it seemed to carry a consistent heartfelt theme.  

"Why fit in when you are born to stand out?” asked Volkswagen CMO Andrew Savvas, quoting Dr. Seuss during the media introduction of the already highly lauded ID.Buzz electric van. 

The same could be said for VW, which has turned the corner and then some. The current image of the company is a far cry from 2015, when the company was cited for emissions violations.

For these reasons, Savvas has been selected as MediaPost’s 2024 Automotive Marketer of the Year. He will receive the honor April 16 during a Q&A with MediaPost Automotive Editor Tanya Gazdik at the MediaPost Marketing: Automotive conference during the New York International Auto Show at Javits Center. 

Savvas recently celebrated his third anniversary as chief sales and marketing officer, Volkswagen North American Region. He first joined the German automaker in 2012 in his native country, Australia.

Volkswagen’s faith in brand building, balanced with the need to support short-term sales, is a “breath of fresh air in the industry,” says Ian Beavis, chief strategy officer for consultancy AMCI and a juror for the Marketing: Automotive awards.

“Andrew and the VW team have consistently produced creatively outstanding and effective work in a rapidly changing and demanding marketplace,” Beavis says. 

Volkswagen was back in the Super Bowl last year after a 10-year hiatus. 

The spot from Johannes Leonardo, “An American Love Story,” follows the brand's 75-year journey from import of the first Beetles in 1949 through the introduction of the ID. Buzz electric microbus in 2024.

VW's entire lineup benefits from the heritage halo, which creates strong messaging and customer passion, says Scotty Reiss, editor and founder of A Girls Guide To Cars and a juror for the Marketing: Automotive awards. 

“VW’s pivot to embrace its heritage and showcase the charm of its product line in North America has made all the difference, especially in marketing an EV in an increasingly difficult marketplace,” Reiss says.