Volkswagen won’t rebrand US operations as “Voltswagen”

The planned US name-change was nothing more than an elaborate April Fools’ joke

Voltswagen

Volkswagen has confirmed that it will not rebrand its US operations as “Voltswagen” despite adamant claims from the company, which publicised the move as genuine.

The timing of the initial announcement raised questions about its legitimacy, as it was only days before April Fools’ Day. Volkswagen issued a press release on 29 March, which was quickly followed by an official statement, both of which confirmed the rebrand as genuine.

According to the company’s release, the rebrand would only apply to electric Volkswagen models sold in the US, rather than the wider North American market. The “Voltswagen” name, it said, will appear on the company’s EVs alongside a new light blue badge, with the dark blue VW roundel reserved for combustion-engined vehicles.

The announcement was apparently timed to coincide with the launch of the ID. family of electric vehicles in the US. The ID.4 SUV is about to go on sale there as Volkswagen’s first US-market MEB-based electric vehicle, as the firm doesn’t offer the smaller ID.3 hatchback that’s already on sale in Europe.

Numerous US media outlets quickly latched onto the proposed rebrand, ranging from automotive media to national news providers, all of which confirmed the move as true. The Volkswagen America PR team were in on the joke, too, and kept the illusion going with serious-looking quotes from high ranking company officials.

In particular, Scott Keogh, Volkswagen America’s president and CEO, released a statement which read: 

“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.

“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.”

Volkswagen’s US marketing vice president, Kimberly Gardiner, also said: “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.”

However, the facade soon crumbled as, on 30 March, the Reuters news agency quoted three internal sources at Volkswagen who confirmed the move was nothing more than a marketing stunt, and that the company had planned to wait until April Fools’ Day before making the joke announcement.

Car manufacturers are better versed than most in making hoax press releases on April Fools' Day, but they’re usually very easy to spot or clearly labelled as such, and reserved for the day itself. The confusion around Volkswagen’s efforts this year stems from the leak and the subsequent efforts from the PR team to keep the joke running until the big day.

Now check out our run-down of the best car-based April Fools’ jokes from years gone by, by clicking here

Recommended

Why does everyone love VW campervans?
Festival attendees and campervans at VW Bus Fest 2023
Features

Why does everyone love VW campervans?

We join 80,000 Volkswagen bus fans in Germany for a festival to mark 75 years of the brand’s iconic vehicles
6 Dec 2023
Best new cars coming in 2024
Best new cars coming in 2024 - header image
Best cars & vans

Best new cars coming in 2024

There are some big new models from the likes of Audi, BMW, Citroen, Ford, MINI, Skoda and more on the way in 2024
20 Nov 2023
Volkswagen Project Trinity: new details of VW’s next-generation EV platform
Volkswagen Project Trinity exclusive image
News

Volkswagen Project Trinity: new details of VW’s next-generation EV platform

VW’s future-gazing Project Trinity is still in the works, but it won’t hit initial deadlines
25 Sep 2023
New Volkswagen ID.2 SUV on the way
Volkswagen ID2 SUV exclusive image
News

New Volkswagen ID.2 SUV on the way

Volkswagen is working on an entry-level all-electric small SUV, and our exclusive image previews how it could look
18 Sep 2023

Most Popular

Deal of the Day: Spacious Skoda Superb is a peerless estate for £223 a month
Skoda Superb Estate - front tracking
News

Deal of the Day: Spacious Skoda Superb is a peerless estate for £223 a month

The Superb is one of our favourite estates and our Deal of the Day for Monday 4 December
4 Dec 2023
‘Forget leasing a car, a cut-price van should be your next everyday vehicle’
Opinion - Fiat Scudo
Opinion

‘Forget leasing a car, a cut-price van should be your next everyday vehicle’

With some huge savings to be had, Mike Rutherford thinks a van could be the perfect vehicle
3 Dec 2023
New Hyundai i20 facelift 2023 review: subtle updates for an already stylish supermini
Hyundai i20 - front tracking
Road tests

New Hyundai i20 facelift 2023 review: subtle updates for an already stylish supermini

Hyundai has given the i20 a series of mid-life updates, but you might struggle to notice some of them
5 Dec 2023