Volkswagen isn’t just showing cars in Munich this September—it’s staging a full-on brand experience. Two years after debuting its “urban world of experience” at IAA Mobility, the Wolfsburg giant is back, and this time the focus is squarely on electric accessibility, performance heritage, and the company’s evolving place in everyday life.
The Star of the Show: An Affordable EV SUV
At Odeonsplatz, VW will pull the wraps off a fully electric compact SUV concept that previews a production model due next year. Slotting into the T-Cross class, this entry-level EV is billed as a cornerstone of the automaker’s “Electric Urban Car Family,” developed under the Brand Group Core umbrella alongside Škoda, SEAT, and Cupra.
Volkswagen promises more than just low-cost mobility. Kai Grünitz, the brand’s development chief, says the show car “sets standards within its class in terms of design, quality, operation, and space.” Translation: VW wants to prove that affordability doesn’t have to look or feel cheap.
A New T-Roc and a Nostalgic Collaboration
Not everything in Munich will be electric. The all-new T-Roc, a critical volume seller in Europe, makes its debut alongside the new EV. Volkswagen is also mining its heritage with a bit of performance fashion flair: the ID.3 GTX FIRE+ICE, a limited-run EV styled in collaboration with sportswear brand BOGNER FIRE+ICE. It will share the spotlight with the original Golf II Fire and Ice from the ’90s, a cult classic that still makes enthusiasts smile.
GTI at 50: Turning Up the Heat
Performance fans won’t be left out. VW is bringing the Golf GTI Edition 50, fresh from its Nürburgring debut. Packing 325 horsepower, it’s the most powerful production GTI to date—proof that Wolfsburg hasn’t forgotten how to stir the enthusiast’s soul even as it accelerates toward an EV-heavy future.
Beyond Cars: A Brand Playground
VW’s Open Space stand will be more than sheet metal on pedestals. Interactive stations, a GTI History Wall, racing simulators, and even personalized AI-driven brand experiences aim to make the visit memorable for fans of all ages. A Future Materials Lab will showcase the automaker’s work on recyclable, sustainable interior solutions—an increasingly hot topic as regulators push for circular production cycles.
Of course, no Volkswagen event would be complete without a nod to its cultural staples: the legendary VW Currywurst and free Melitta coffee will be on hand, alongside live music from acts like Armi Warning and Pa Sheehy. Even rock legend Peter Maffay is set to join expert talks exploring the intersection of professional sport, culture, and mobility.
A Stage, Not Just a Show
Martin Sander, VW’s sales and marketing chief, puts it plainly: “For us, the IAA MOBILITY is more than just a trade fair—it is a stage on which we make it possible to experience Volkswagen’s vision of mobility for everyone.”
In Munich this September, that vision looks equal parts accessible EVs, nods to heritage, and a healthy dose of brand theater.
Source: Volkswagen