Volkswagen Gives End-of-Life Cars a Joyful Send-Off
Many end-of-life vehicles (ELVs), left for years in garages, at the end of gardens, or in the middle of nowhere, end up meeting the same fate. Yet the cars that have carried us for thousands of miles, across entire countries, collecting countless memories, deserve far better than that.
Still seen as complicated, inaccessible, and associated with the cold image of mechanical scrapyards, car recycling isn’t yet a natural reflex. That’s why Volkswagen Group France and Derichebourg Environment, which signed a partnership agreement on June 10th, are launching a campaign to democratise car recycling and change public perception.
“Our commitment to the circular economy is not new; it has been at the heart of our strategy since 1997,” recalls Aymeric Jobelot, environment program manager. “The partnership with Derichebourg now allows us to go further turning the end of a vehicle’s life into a valuable resource and encouraging our customers to make recycling second nature.”
Aiming to become France’s leading automotive group for sustainability, Volkswagen Group France, alongside DDB Paris, is presenting the steps involved in recycling an end of-life vehicle in a fun, light hearted way.
That’s how an old Golf 2, sadly parked by the roadside and quickly collected by a Derichebourg tow truck, will be purged, dismantled, and crushed to the sounds of banjo, trumpet, and cheerful choirs.
The uplifting soundtrack, 'Better Now,' playfully contrasts with what might seem a sombre end, revealing instead that the car is 'much better now.' Thanks to advanced recycling processes in Derichebourg-approved centres, over 95% of the vehicle’s materials will be given a new life.
“We want to make recycling your vehicle a simple, accessible, and positive experience,” emphasises Dorothée Bright-Bou, head of after-sales marketing at Volkswagen Group France.
This campaign shows that recycling can be as joyful as it is useful. It will be rolled out digitally in 45-, 60-, and 90-second formats.
