‘Volkswagen Way to Zero’ Trademark Points to EV Rollout Campaign
Volkswagen's journey from the diesel crisis to the upcoming market debut of several EV models in Europe and the U.S. has not been easy, but Wolfsburg is rolling ahead and debuting several different models. The first on this side of the Atlantic is going to be the ID.4 electric crossover. Set to challenge several more-affordable electric crossover models including the Tesla Model Y and the Nissan Ariya when it goes on sale, the ID.4 will offer buyers an easy way into EV ownership.
It's safe to say this launch is going to require a massive messaging campaign from VW to promote its new electric offerings, likely the biggest campaign the automaker has launched in decades. And just what the rollout could look like was revealed in a recent trademark filing spotted by the VW ID Talk forum. A recently filed trademark in Europe has revealed a logo for what could be the slogan of VW's electric push: Volkswagen Way To Zero. This logo and slogan could be part of a large media effort to promote the automaker's zero emissions efforts, and it coincides with the long-awaited market debut of the ID.3 hatch in Europe.
As for the logo itself, the phrase "way to zero-emission mobility" was heard just a few months ago, when Ralf Brandstätter was announced as Volkswagen brand CEO. The formal name for the larger strategy is Transform 2025+.
"After a record year in 2019, the brand is outstandingly well-positioned for the future," the automaker said in June. "Volkswagen has successfully completed the first phase of the Transform 2025+ strategy. The company is now embarking on the next phase. The broad-based electric offensive will now become tangible with new vehicles on the roads. Volkswagen is paving the way to zero-emission mobility for everyone. By 2025, at least 1.5 million electric cars are to be sold. In addition to electrification, the brand will also forge ahead with digitalization over the coming years."
Filing the Volkswagen Way To Zero trademark follows a number of other recent trademarks including e-Beetle, e-Samba, e-Karmann, e-Kübel and e-Golf Classic. These are thought to refer not to actual VW electric vehicles the automaker is putting into production but conversions of classic models, one of which VW showed last year.
How does Brandstätter envision the Transform 2025+ strategy?
"For Volkswagen, the course towards the future has been set. On the basis of the Transform 2025+ strategy, the brand is developing into one of the leading providers of carbon-neutral mobility and is on the way to becoming a digital technology company. I would like to thank the entire Volkswagen team for their tremendous commitment. We will follow our path resolutely together," said Brandstätter.
Filing the trademark follows actual opening orders for the ID.3 hatch in Europe three weeks ago, with the first examples scheduled for delivery in October.
“The Zwickau plant is already ready for 100% e-mobility," said Volkswagen Brand Board Member for E-Mobility Thomas Ulbrich. "For the ID.3, we are focusing production on the most popular battery variants and equipment levels. In addition, customers have a free choice of colors, exterior styling packages, wheel rims and interior equipment as well as other individual options such as a heat pump and the popular bicycle carrier preparation option. Thanks to the use of renewable energy for vehicle and battery production, the ID.3 has a neutral carbon balance."
When will the U.S. see the first ID-branded Volkswagen EV?
The ID.4 is expected to land here late this year, with the first year or so of production coming from Europe. In 2022 VW plans to begin production of the ID.4 in Chattanooga — a move announced in late 2019.
