VW puts the Volt in Volkswagen of America
New American branding reflects commitment to electric future Metal Tech News – March 31, 2021 APRIL FOOLS!
Last updated 7/1/2022 at 9:37am
When a global automaker changes a name that has been a symbol emblazoned upon its American automobiles for more than 65 years in favor of a moniker emblematic of its electric vehicle future, there is no doubt that global transportation is at an e-mobility crossroads.
Such a turning point was reached on March 30, when Volkswagen Group unveiled the official change of its U.S. brand name from Volkswagen of America to Voltswagen of America.
“We might be changing out our K for a T, but what we aren't changing is this brand’s commitment to making best-in-class vehicles for drivers and people everywhere,” said Voltswagen of America President and CEO Scott Keogh.
Incorporating the meaning of volts – derived units for electric potential between two points – this new American brand symbolizes Voltswagen’s highly-charged forward momentum toward a goal of moving all people from point-to-point with electric vehicles.
This new name also harkens back to a legacy of breaking from tradition that began with Volkswagen of America’s founding in 1955.
VW first won the love of American drivers with the Type 1 Beetle, affectionately known as the VW Bug, which eventually overtook the Ford Model T as the world’s best-selling car, with more than 23 million sold.
By establishing a storied legacy of breaking from convention and emphasizing a true driver-vehicle connection, Volkswagen of America in its time has become synonymous with humility, wit and humor, while the actual namesake translates to folks wagon, or “the people’s car.”
“The idea of a ‘people’s car’ is the very fabric of our being,” said Keogh. “We have said, from the beginning of our shift to an electric future, that we will build EVs for the millions, not just millionaires. This name change signifies a nod to our past as the peoples’ car and our firm belief that our future is in being the peoples’ electric car.”
Toward this goal of delivering the peoples’ electric car, Voltswagen of America is introducing ID.4, its first long-range all-electric SUV, to showroom floors across the United States this month.
In addition to being designed to compete with traditional compact SUVs, the ID.4 is the first product to be sold nationwide that reflects Volkswagen Group’s global commitment to sustainable mobility.
On top of being the first major automaker to support the goals of the Paris Climate Agreement, Volkswagen Group has its own targets of reducing the global automaker carbon footprint 30% by 2025, and achieving net-carbon neutrality by 2050. A resulting commitment to sell one million EVs worldwide by 2025 will see more than 70 electric models launched across the VW group brands by 2029.
"As our newly launched ID.4 campaign demonstrates, the humanity at the core of this brand remains its enduring legacy,” said Kimberley Gardiner, senior vice president of brand marketing for Voltswagen of America. “Over the course of the next few months, you will see the brand transition at all consumer touch points.”
The company will preserve elements of Volkswagen’s heritage by retaining its iconic VW dark blue color for gas-powered vehicles and light blue to differentiate the new, EV-centric branding.
Moving forward, “Voltswagen” will be placed as an exterior badge on all EV models with gas vehicles sporting the VW emblem only.
“This is an exciting moment for us, and we have been working through every avenue to make the transition clear, consistent, seamless and fun for all,” said Gardiner.
EDITOR'S NOTE: The Voltswagen press release was an April Fool's marketing gag by Volkswagen. Well played Volkswagen of America, you got me!