Volkswagen R will open its own pavilion in the Autostadt in Wolfsburg in summer 2024. This will create both a new meeting place for the premium performance brand’s growing fan base and an event location where Volkswagen R’s model diversity, the R allure and new technologies will be presented in the future.
Reinhold Ivenz, Head of Volkswagen R explains: “With our high-performance top models, we have established ourselves as an integral part of the Volkswagen model portfolio – both in the brand and in the Group. With our own pavilion in the Autostadt, we are now taking the next step to further increase the awareness of us as a performance brand. With our transition to an all-electric brand, we will also intensify the R customer experience through exclusive insights into concept cars and new technologies.”
With the pavilion, Volkswagen R will have its own brand presence in the Autostadt for the first time. A light-flooded presentation area for vehicles and exhibits as well as a lounge area will be created across around 100 square metres. Motorsport enthusiasts can compete here with virtual racing professionals in driving simulators. The e-gaming experience will not only be reserved for experts but is also intended to offer excitement for families.
In the future, the brand will present changing exhibitions from the Volkswagen R theme world in the new pavilion. This includes innovation-related topics, new performance and design concepts, small series production vehicles, performance parts and lifestyle accessories. In addition, the new location will provide the right setting for exclusive customer and community events for the rapidly growing Volkswagen R fan community – such as the ‘Friends of R’ group or the legendary ‘R & Coffee’ fan meet-up. Press conferences, vehicle presentations and technical and expert talks will also take place in the Volkswagen R Pavilion.
About Volkswagen R
Volkswagen R is Volkswagen’s premium performance brand and is responsible for the sportiest vehicles that complement the product range. With more than 35,000 vehicles produced, 2023 was a record year for the Volkswagen R. A total of more than 300,000 R models have been delivered since the brand was established in 2002 as Volkswagen Individual GmbH. Since 2020, the department has been a separate business unit within the Volkswagen brand.
Source: Volkswagen