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German car giant Volkswagen pulls ‘racist’ ad after outcry

Germany's Volkswagen (VW) has pulled an Instagram ad that showed a giant white hand pushing around a black person, saying it was "surprised and shocked" that viewers decried it as racist.

The 10-second clip appeared on the firm's Instagram story on Tuesday to advertise the new Golf car. It has since been removed but was still circulating on Twitter on Wednesday.

The ad shows an oversized white woman's hand picking up a black man in a suit and moving him around before flicking him into a building and away from the yellow Golf car parked nearby.

READ ALSO: Row breaks out over German DIY store advertisement

Viewers were quick to point out that the tagline reading “Der neue Golf” (The new Golf) faded in in such a way that it appeared to first spell out the N-word in German.

Other social media users took offence at the sign above the building the man disappears into, which reads “Petit Colon”, a reference to colonialism.

VW replied to the flood of criticism on Instagram, insisting that the “origin of the people depicted is irrelevant” and that the company opposed “all forms of racism, xenophobia and discrimination”.

“As you can imagine, we are surprised and shocked that our Instagram story could be so misunderstood,” the statement said, adding that it would no longer run the ad.

VW issued a separate statement on Wednesday, apologising for the video and saying it was looking into what happened.

“Without question: the video is wrong and tasteless,” the automaker said.

But viewers were unconvinced.

“No one here got the wrong impression,” said one Instagram commenter. “This is bad and racist communication.”

“The people who made this knew exactly what they were doing,” another wrote on Twitter.

READ ALSO: Berlin moves to ban advertising with 'beautiful but dumb women'

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RACISM

Black people in Germany face ‘widespread’ racism, survey finds

In the Afrocensus, a first-of-its-kind survey charting the lived experiences of black people in Germany, the vast majority revealed they experienced 'extensive' discrimination in almost all aspects of public life.

Dr Karamba Diaby
Dr Karamba Diaby, an SPD politician and anti-racism advocate, carries out voluntary work in his constituency of Halle, Saxony-Anhalt. Photo: picture alliance/dpa/dpa-Zentralbild | Hendrik Schmidt

“The results of the Afrocensus indicate that anti-Black racism is widespread in Germany and anchored in institutions,” the authors of the new report said in a press release on Tuesday. “There is no area of life in which discrimination and racism are not extensive problems.”

Though the overwhelming majority of respondents said they had experienced discrimination at least ‘sometimes’ in almost all areas of life, housing was the area where they said they were discriminated against most often.

Just two percent of respondents to the Afrocensus said they had ‘rarely’ or ‘never’ experienced racism in the housing market, compared to more than 90 percent who said they had experienced it ‘often’ or ‘very often’.

READ ALSO: ‘Black lives need to matter in Germany’ New project to uncover racism in everyday life

Experiences with police and security personnel also counted among areas of life where racism was particularly prevalent: 88 percent of respondents had experienced discrimination from security staff ‘often’ or ‘very often’, while around 85 percent had had the same experience with police.

More than 85 percent had also experienced racism in their education or in the workplace ‘often’ or ‘very often’ in Germany. One in seven had lost their job during the Covid crisis. 

According to the report, 90 percent of respondents had also experienced having their hair grabbed, while more than half (56 percent) had been stopped by the police or asked for drugs by strangers.

Meanwhile, 80 percent said people had made comments about the colour of their skin or sexualised comments about their race on dating apps. A vast majority – 90 percent – also revealed they hadn’t been believed when they’d spoken out about racism in the past, or that people had said they were “too sensitive”. 

READ ALSO: OPINION: My experiences of everyday racism in Germany

In spite of widespread discrimination, almost half (47 percent) of the respondents were engaged and active in their community – mostly carrying out some form of social or voluntary work.

First of its kind

Based on wide-ranging data, the findings paint a vivid and concerning picture of what life is like for the one million or so black people living in Germany today.

To produce the report, researchers from Berlin-based Black community group Each One Teach One and Citizens for Europe conducted an extended survey of 6,000 black people from the Africans and Afrodiasporic community to try and discover more about on the everyday lives and experiences of this group. The survey was carried out between July and September 2020. 

It represents one of the first attempts to gather a wealth of quantitative data on this subject, and as such offers some of the first truly scientific insights into anti-Black racism in modern Germany.

“With the Afrocensus, we have succeeded in doing exactly what has long been demanded within the black community for a long time: making the realities of our lives visible within the framework of qualitative, but above all quantitative research,” Dr. Pierrette Herzberger-Fofana und Dr. Karamba Diaby wrote in a foreword to the report. 

Diaby, a high-profile politician within the centre-left SPD party, was one of only two Afro-German politicians in parliament when he first took his seat in 2013. He has since become known for promoting political engagement and empowerment within the migrant and black community. 

In January 2020, an unknown gunman fired shots through the window of his constituency office in Halle, Saxony-Anhalt, in a suspected racially motivated attack. 

READ ALSO: How people with migrant backgrounds remain underrepresented in German politics

Since the Second World War, Germany has avoided gathering data that allows people to be traced by ethnicity as a means of protecting persecuted groups.

However, critics say this approach only works to make the issues faced by these groups invisible. 

Writing on Twitter, Daniel Gyamerah, Division Lead at Citizens For Europe, called for an “action plan for tackling anti-Black racism and for empowering black, African and Afrodiasporic people” and the establishment of advice centres for people facing racism and discrimination.

More research into the intersectional experience of black people in Germany is needed, he added. 

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