It's official: Volkswagen of America is changing its name to Voltswagen of America. All vehicles will still wear VW badges, with gas-powered models retaining a dark blue background and electric models adopting a light blue background. The brand's EVs will also sport script "Voltswagen" badges.
The official release comes after a leaked version hit the VW media site yesterday, and we were skeptical to say the least. As the saying goes, a lie can travel halfway around the world while the truth is still putting on its shoes, and April Fool's Day is right around the corner. That Volkswagen is dropping the letter "k" and replacing it with "t" to become "Voltswagen," as first reported by USA Today, sounded like just that sort of globe-trotting fib. While we still have shreds of doubt, the brand also took to Twitter to announce the change. There's no doubt it's an odd branding choice—and odd that it would only apply in the U.S.
On Monday morning, a news release with the announcement and dated April 29 was briefly published on VW's media site and then abruptly removed; a version was restored this morning and confirmed the shift in nomenclature. (Many Americans, who have been mispronouncing Volkswagen as 'Voltswagen' for decades will surely wonder what all the fuss was about.) Among the statements in the release: "The new name and branding symbolize the highly-charged forward momentum Voltswagen has put in motion, pursuing a goal of moving all people point-to-point with EVs."
The switch to Voltswagen of America coincides with the automaker's plans to launch more than 70 EVs globally by 2029, and comes hot on the heels of the recent debut of the Volkswagen ID4 crossover, which is leading the rollout of future EVs to join the VW family.
We'll admit the timing of the move—again, with April Fool's Day this week—and the lack of a parallel release on the company's German media site still leave us ever so slightly unconvinced the change is actually happening. Either way, stay plugged into this space for more info.
This post was originally published on March 29, 2021. Volkswagen Voltswagen of America's full release is reproduced below.
Herndon, VA, March 30, 2021 - V.2 —Today, Volkswagen Group of America, is unveiling the official change of its U.S. brand name from Volkswagen of America to Voltswagen of America.
More than a name change, "Voltswagen" is a public declaration of the company's future-forward investment in e-mobility. By definition, Volts are the derived units for electric potential between two points. The new name and branding symbolize the highly-charged forward momentum Voltswagen has put in motion, pursuing a goal of moving all people point-to-point with EVs.
"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 Scott Keogh, president and CEO of Voltswagen of America. "The idea of a 'people's car' is the very fabric of our being. 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. "
This month, the company welcomes the arrival of ID.4, its first long-range all-electric, zero direct emission SUV, in dealerships across America. As well as being designed to compete with mainstream compact SUVs, the ID.4 is the first product to be sold nationwide that confirms the company's commitment to sustainable mobility.
That's been the mission since the larger Volkswagen Group became the first major automaker to support the goals of the Paris Climate Agreement, with an added target of a 30 percent reduction in the company's carbon footprint by 2025, and 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.
With the introduction of the "Drive Bigger" brand platform in 2019, Volkswagen of America, as it was then, communicated a long-term vision of striving for a higher purpose, challenging us all to move beyond self-interest and to consider being part of something bigger. The company further signaled its intentions by becoming one of five brands that signed up in 2019 to California's proposed fuel economy regulations, which aim to impose stricter CO2 standards in an effort to help combat climate change.
Voltswagen means thinking big, acting boldly and leading progress.
In 1955 Volkswagen of America was founded, and from the beginning the company dared to be different from other automakers. VW first won the love of the American public with the Type 1 Beetle, 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 "the people's car. "
"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, Voltswagen of America brand marketing. "The tone of Voltswagen will be a consistent thread between the branded communications for our growing electric fleet to our gas vehicles. Over the course of the next few months, you will see the brand transition at all consumer touch points. 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. "
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. Starting today, new branding will roll out across all of the company's advertising, website and social media channels. Moving forward, "Voltswagen" will be placed as an exterior badge on all EV models with gas vehicles sporting the VW emblem only. Exterior and interior signage will soon roll out to all Voltswagen properties and dealerships across the US.
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