2021 ID.4 1st Edition (on order), 2012 CC Sport, 1986 Golf (former), 1967 Beetle (former)
Johannes Leonardo traces the evolution of mobility
Who's the target audience, and why will this appeal to them?
Our target is environmentally conscious but values practical sophistication. In the U.S., EVs have largely been sold as either a status symbol (elite) or a virtue signal (eco). People in the market for a compact SUV have really never had an affordable electric option. Volkswagen wanted to make electric mobility more approachable to more people. Unlike other car brands, Volkswagen isn't taking a pre-existing chassis and putting an electric motor in it, but delivering on affordable quality for everyone. The brand has created an entirely new platform built from the ground up. Our creative approach was to purposely build each device used in the film from scratch as a nod to the level of craft and consideration that goes into VW's engineering.