The Wolfsburg-based automaker, founded under the Nazis to produce “the people’s car,” said that given its history it has always sought to “position itself against all forms of racism, xenophobia and discrimination.”
“Many initiatives in the company and in our global workforce promote diversity, integration and unprejudiced cooperation,” Volkswagen said. “That makes it all the more annoying that we made this mistake.”has withdrawn a car advert and apologised after it appeared to show a white power gesture and racial slur.
The ad showed a pair of giant white hands moving a black man away from a new yellow Volkswagen Golf before flicking him into a café called “Petit Colon” – French for little colonist.
Commentators on Twitter and Instagram also noted that as the German-language slogan “Der Neue Golf” – “The New Golf” – fades into view, the jumble of letters can be read as a racial slur for a brief moment.
While others said the hand could be interpreted as making a “white power” gesture.
The German carmaker pulled the 10-second video from its social media accounts on Wednesday following the outcry, saying it could “understand the outrage and anger”.
The company said in a statement: “Without question: the video is inappropriate and tasteless. We will clarify how something like this could happen, and there will be consequences.”
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