Volkswagen Canada has developed a new climate-friendly car cover in its ongoing push of its electric offerings.
The new accessory is part of Volkswagen’s “Electric Feels Good” campaign, by Taxi/Type1, for its electric ID.4 SUV. The cover uses a titanium dioxide coating to absorb pollutants from the surrounding environment, which are then broken down into inert organic compounds like water.
The cover, which is sent to owners, was made in partnership with the nanotechnology company FN Nano and was designed to custom-fit the ID.4.
Volkswagen Canada director of marketing Lynne Piette says the idea for the car cover came from a brief Volkswagen gave to Taxi/Type1 to create “welcome communications” for new ID.4 owners.“We’re committed to helping to build a carbon-neutral future,” Piette tells strategy. “That has to go beyond just our vehicles. That commitment means that we’re constantly looking for other areas where we can make a difference.”
Taxi/Type1 oversaw the concept, prototyping and design of the car cover, as well as the packaging, website and support assets for its marketing. FN Nano providing the cover’s coating.
Allen Kwong, executive creative director of Taxi/Type1, says that a year of research went into understanding how to produce the ID.4 car cover.
“The car covers were created for new owners of the ID.4, but really it’s a demonstration of VW’s larger commitment to sustainability,” Kwong says. “We want to pique the curiosity of the EV-curious, not just those who’ve made the switch to electric.”
Kwong adds that while the car cover has been designed as a piece of marketing for Volkswagen’s electric campaign, it is also meant to signal the automaker’s commitment to “sustainable mobility.”
The ongoing “Electric Feels Good” campaign is the automaker’s platform for its electric vehicles, based on the narrative that “doing good feels good,” Piette says. Volkswagen’s other investments in electric vehicles have included the ID.7 and ID. Buzz campaigns, and a recently announced EV battery gigafactory in St. Thomas, ON.
