Months before its official world premiere at the IAA international motor show, the next milestone has already been reached: Today, Volkswagen is officially announcing the name of the first model of the new ID. family. It will be called ID.31. The number 3 is significant in two ways. On the one hand, it indicates the ID. as belonging to the compact segment, which is the class distinction in both internal and industry-wide classification systems. On the other, the ID.3 follows the Beetle and the Golf to introduce the third major chapter of strategic importance for the history of the brand.

“With the ID.3, we are starting from the centre, the Volkswagen brand’s core, in which the majority of the models and sales volume can be found. The number 3 also signals expandability into the segments above and below it. We have a lot in the pipeline,” says Jürgen Stackmann, Member of the Board of Management Volkswagen Brand for Sales, Marketing & After Sales, offering a preview of Volkswagen’s e-mobility campaign. With this campaign, the brand is willing to become the number one brand globally by 2025, with more than 20 purely electrically driven models and more than a million vehicles sold annually, all of which being both networked and emission-free.

Every member of this model family will bear the name ID., which represents a new, independent series of products in the brand portfolio. While the Beetle once mobilized the masses, and the Golf as the class leader featured great innovations in each generation, the ID. will make e-mobility accessible to a broad spectrum of customers. The name ID. stands for intelligent design, identity and visionary technologies. 

Following the launch of the ID.3, additional models will roll out, such as those previewed by the concept cars ID. CROZZ, ID. VIZZION and ID. ROOMZZ, and which will in the future also be named with model numbers.

Article source: www.volkswagen-newsroom.com

For the market launch of the T-Cross, Volkswagen is embarking on a campaign for its latest SUV in Europe. The integrated 360° campaign includes a TV spot, printed and billboard advertisements as well as digital and social media content. The campaign face and testimonial of the T-Cross is Cara Delevingne. The claim #MoreThan1Thing describes the versatility of both the vehicle and its testimonial.

For Jürgen Stackmann, Member of the Board of Management of the Volkswagen brand responsible for Sales, Marketing and After-Sales, the 26-year-old Briton with her many and varied professions and passions is the ideal choice: “Cara Delevingne and the T-Cross are a perfect match: both are multi-faceted all-rounders – young, cool and versatile. Cara is the personification of the claim that we have developed for the T-Cross– ‘More than one thing‘. I am very pleased about this cooperation.“

Cara Delevingne has been among the best-known models for almost a decade and was also enjoyed success as a singer, actress, activist and businesswoman. In her private life, she enjoys surfing, is passionate about playing the drums and takes photographs. In Volkswagen’s new campaign, her versatility makes the T-Cross her ideal companion and she presents the multi-faceted nature of the vehicle in a creative and lively way.

Cara Delevingne says about the T-Cross: “I think the T-Cross reflects me and my personality in the way that it’s fun, it’s young, it’s diverse, it’s versatile, it can go from one thing to another as quick as you need it to go. … It’s fast and sleek and I mean…It’s everything.”

The new T-Cross is the latest addition to Volkswagen’s SUV family. Since its world premiere last fall, it has rounded off the brand’s SUV range in the small car segment. With its marked style, practicality, flexibility, connectivity and economics, the urban crossover model breaks new ground in its class in many respects. This versatility is the main focus of the 360° campaign under the hash tag #MoreThan1Thing. The campaign has been created and is being implemented by the agencies DDB Berlin, DDB Hamburg and adam&eve/DDB London.

The TV spot is to be shown throughout Europe from April. Selected content of the campaign can be found on the Volkswagen websites for the markets concerned.

Article source: www.volkswagen-newsroom.com

At the start of the pre-booking phase for its new full-electric ID. in Europe on May 8, Volkswagen is launching a broad-based international e-mobility marketing campaign. The campaign focuses especially on the ID. and is to start one year before the model’s market launch. Normally, large scale campaigns only start in connection with the launch of a model. This time, more than 600 individual communication elements are being produced for distribution on various channels. The key element and the umbrella campaign will be the “eManifesto: ID. Volkswagen, just electric”, which is to be shown on the occasion of the DFB cup final in Berlin on May 25 and will “electrify” more than 50 percent of the advertising space available in the German capital. Further elements of the campaign will be “influencer”, “barrier”, “teaser” and product films. As the heart of the campaign, the central information pool on e-mobility, the www.volkswagen.de/id website, will go live when pre-booking for the ID. starts. The highlight of the campaign will be the world premiere of the ID. at the IAA International Motor Show in Frankfurt. The media budget for the campaign in Europe will run well into the double-digit million range.

“For the fundamental transformation of Volkswagen towards e-mobility that we are currently accomplishing, we need an entirely new marketing approach,” Jochen Sengpiehl, Chief Marketing Officer of the Volkswagen brand, explains. “This is why we have not adopted a conventional market launch strategy for our ID. We are starting much earlier than usual and not only talking about the project. We are concerned with communicating a new movement. Volkswagen is now making e-mobility fit for the masses. This will be signaled by the claim of our campaign: “Now you can.”

The campaign was developed by Volkswagen’s new lead agency for Europe, Voltage. It is to be coordinated centrally from the ID. Launch House, located in Berlin and, based on an agile, highly-integrated working model, by Volkswagen in cooperation with its lead agencies, selected media and technology companies and Volkswagen’s most important markets for electric vehicles in Europe. In addition to the Scandinavian countries such as Norway and Sweden, these mainly include Germany, the UK, France, Austria, Spain, the Netherlands and Denmark. Especially strong growth in electric vehicles is predicted for these markets which is why Volkswagen sees considerable potential for the ID. here.

The overall campaign consists of a total of five sub-campaigns. The key element and the umbrella campaign will be the eManifesto “ID. Volkswagen Just Electric”, which is to start with its first showing on TV on May 25 on the occasion of the DFB (German Football Association) cup final within the framework of Volkswagen’s partnership with DFB. With the manifesto, the brand intends to attract the attention of the general public for its development into the leading supplier of e-mobility and to promote its full-electric ID. family. The media mix will focus mainly on TV. Other channels will include posters (OOH), digital, printed media and cinemas. The eManifesto is to be used in eight EU countries (Germany, Italy, France, Spain, the UK, Sweden, Poland and Ireland).

The pre-communication phase was initiated a few weeks ago with “influencer” films; these are videos lasting about one minute in which influencers speak about sustainability topics in their lives and link them to e-mobility at Volkswagen. The four episodes are being shown solely on social media channels. Currently, three product teaser films can also be seen on these channels. In a maximum of 15 seconds each, these films highlight the smartlight, the front headlights and the silhouette of the ID. and draw attention to the upcoming pre-booking scheme for the ID.

During the pre-booking phase, “barrier” films are being launched in early May. Five of these films, up to 30 seconds long, have been developed solely for use on social and digital media. They are intended to combat common prejudices against e-mobility as regards price, charging times and range and show that e-mobility is already ready to move out of its niche into the general market. The campaign is supplemented by a seven-part series of product films which is being launched at the same time and will gradually provide further information on the ID., heightening anticipation in advance of the IAA.

In contrast to umbrella communications with the eManifesto, the other four parts of the campaign are intended mainly to address early adopters, i.e. people and especially families who place considerable value on sustainability, are concerned with topics such as their own power supplies and are considering the purchase of an electric vehicle. The four sub-campaigns will be used throughout Europe.

All the content of the entire campaign will be combined centrally on the ID. Hub – a new content platform that is to go live at the start of ID. pre-booking. “Will I get an electric shock if I charge an electric car in the rain?”, “How difficult is it to install a wall box for my home? – Questions such as these and many more will be answered by the ID. Hub, which Volkswagen has developed at the address www.volkswagen.de/id in the format of an online magazine and which is to provide information on all topics connected with e-mobility. In future, the ID. Hub is to be integrated in the new global Volkswagen website which will be strongly data-driven and will be characterized by a high degree of personalization and responsive design.

Article source: www.volkswagen-newsroom.com

Volkswagen Classic is presenting three themed areas at the world’s largest fair for vintage automobiles. Six unique record breakers and a 68-page booklet recount superlative achievements from the world of Volkswagen. “Summer Forever” honours 70 years of the Beetle Cabriolet with two rare exhibits. “Youth at Work” displays a special apprentice project: trainees from Volkswagen Osnabrück will complete the restoration of a classic in Hall 4.0.

Record breakers – legendary Volkswagen vehicles
They have set the benchmark with their speed, endurance or economy: Volkswagen Classic presents six exhibits from three decades of Volkswagen record breaking. 

The most recent record-breaking car is a thoroughbred racer: the Volkswagen W12 set ten international records at the high-speed circuit in Nardò (Italy) in 2001. The following year, the 400-kW (600-PS) experimental vehicle bettered all of its own records and set a new 24-hour world record with an average speed of 322.89 km/h. The W12 Nardo’s records still stand to this day. 

Back in 2000, the Lupo 3L TDI “80 Days” set out to set an economy record: under the motto “Around the World in 80 Days”, two Lupo 3L TDI covered exactly 33,333 kilometres on their journey through 22 countries. The average consumption of just 2.38 litres per 100 kilometres earned the car its place in the Guinness Book of Records – as the most economic production car in the world.

In 1988, two pilot-series Corrado G60 set six class records at the Volkswagen test facility in Ehra-Lessien. Visitors to Essen can see one of the 162-kW (220-PS) sports coupés from 1987.

A three-wheel prototype generating 0.2 kW (0.272 PS) set a consumption world record in 1982: the SMVW (Volkswagen Ecomobile) completed a 1,491-kilometre route on just one litre of diesel. 

Built in 1974, the Golf I “Alaska-Tierra del Fuego” is one of the oldest production Golf. In October 1974, together with another bright-yellow Golf I, this car undertook what is probably the longest test drive by a new model: 30,517 kilometres, from Fairbanks (Alaska) to Ushuaia (Argentina). 

On 17 February 1972, the Beetle became the most-built car in the world. To mark this production record, Volkswagen released its first special edition: the Beetle 1302 S “World Champion”. 

Mission Maximum – page after page of records
The new booklet “Mission Maximum” is packed with intriguing stories from the world of Volkswagen. You can pick up the 68-page booklet free of charge from the Volkswagen Classic exhibition stand.

Summer Forever – 70 years of the Beetle Cabriolet
In 1949, Volkswagen launched its first topless production version of the Type 1 (“Beetle”). To mark the 70th anniversary, Volkswagen Classic is proud to present to extremely rare models: a Karmann Cabriolet (Type 151) from 1949, the first year of production, and a 1950 Hebmüller Cabriolet (Type 14A), one of only 696 cars built.

Youth at Work – the Volkswagen Osnabrück trainee project
An extraordinary internship: since December 2018, Fábio Lopes and Marvin Wiethölter have been restoring a Type 3 TL, including an engine upgrade to Type 4. The trainee auto mechanics in the field of system and high-voltage technology at Volkswagen Osnabrück will complete their assembly of the 1968 classic at the Techno Classica.

The world of Volkswagen Classic
Volkswagen Classic is showing nine models from its own collection, Volkswagen AutoMuseum foundation and Autostadt Wolfsburg. Volkswagen Commercial Vehicles Oldtimer will also be present in Hall 4.0, marking the 40th anniversary of the T3 and 60 years of civil speed control. You can find information regarding original spare parts at the Volkswagen Classic Parts stand.

Over 1,250 exhibitors from more than 30 countries and over 200 clubs and international communities are expected at the 120,000-m² site of the 31st Techno Classica in Essen. 2,700 collector’s items will also be up for sale. In 2018 the world’s leading fair for the vintage car sector was visited by 188,000 people from 41 countries.

Article source: www.volkswagen-newsroom.com