VW America admits PR prank

Volkswagen Group of America has pulled off one of the most believable public relations stunts in automotive history, saying from May 1 electric-powered VWs sold in America would be re-branded as Voltswagens.

American reports quoting un-named sources say the name change will be exclusive to the US where the electric cars will carry Voltswagen badging as well as the VW logo, but VW America later admitted it was a prank coinciding with the April launch of its all-electric ID.4 SUV and signaling its e-mobility commitment.

The traditional logo – updated last year – would continue to be used on petrol-engined VWs in America, reports say.

It’s not the first time the Voltswagen name has been used. In 2013, VW used it in Norwegian print media adverts for the e-Up electric car.

Volkswagen Group of America announced the name change by Twitter on Tuesday after what appears to have been a premature announcement that went live briefly on Volkswagen’s US website on March 29.

The online announcement was included in a press release dated April 29 – which could be interpreted as meaning it had been posted accidentally a month before it should have been –  and was quickly removed from the website.

But by then US motoring journalists had spotted it and began speculating about whether it was a genuine indication of an impending name change or an April Fool’s joke given the release’s proximity to April 1.

VW of America moved swiftly, sending out a tweet that read: “We know, 66 is an unusual age to change your name (VW of America was founded in 1955), but we’ve always been young at heart. Introducing Voltswagen. Similar to Volkswagen, but with a renewed focus on electric driving. Starting with our all-new, all-electric SUV the ID.4 – available today.”

In an accompanying press release posted on its website on Tuesday, VW of America said that more than being a name change, Voltswagen “is a public declaration of the company’s future-forward (sic) investment in e-mobility.

“By definition, Volts are the derived units for electric potential between two points. The new name and branding symbolise the highly-charged forward momentum Voltswagen has put in motion, pursuing a goal of moving all people point-to-point with EVs.”

VW of America chief executive Scott Keogh says the company may be changing “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 people’s car and our firm belief that our future is in being the people’s electric car.”

Volkswagen of America will not be changing its name to Voltswagen, the company later told CNN Business.

“The renaming was designed to be an announcement in the spirit of April Fool’s Day, highlighting the launch of the all-electric ID.4 SUV and signaling our commitment to bringing electric mobility to all. We will provide additional updates on this matter soon.”

VW’s ID.4, its first long-range all-electric, zero emission SUV, goes on sale in the United States in April.

VW has said it plans for electric cars to make up half of its US sales by 2030.

As part of court settlements around the dieselgate emissions scandal involving VW vehicles, the carmaker “agreed to spend US$2 billion in the current decade on green energy and electric cars, including paying for new public charging stations and public-education programmes,” authoritative American magazine Car and Driver reported on Tuesday.