No, you didn’t get it wrong. The advert launched by Volkswagen during the FIFA World Cup qualifying game between France and Holland, on July 31st, 2017 indeed reads “We are not going to let a country of cyclists get in our way”.

Volkswagen's advert : “We are not going to let a country of cyclists get in our way”.

So what do you think?

Did the brand’s communication executives think that soccer fans didn’t like cyclists?

Some people say that Volkswagen was referring to the importance of cycling in Holland, but when we live in a country like France, where the number of cyclists keep increasing and the Tour de France has just finished, launching an ad like this is taking a huge risk and can alienate people.

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