Volkswagen of America is teaming with the Taos Ski Valley following the launch of the 2022 VW Taos compact SUV.
The vehicle, which goes on sale next summer, becomes the official vehicle of the resort.
Volkswagen unveiled the all-new 2022 Taos during a 4-minute online livestream Oct. 13. Compact SUVs are the largest U.S. vehicle segment with 4 million vehicles sold in 2019, around 24% of the U.S. light vehicle market.
“William Shakespeare asked, ‘what’s in a name?’ Well, when it comes to the Taos, everything,” said Volkswagen Group of America President and CEO Scott Keogh during the unveiling. “We wanted a name that would resonate with our customers, a name they could actually pronounce, and one that really captures the essence of this little SUV.”
The partnership is a good fit because the Taos Ski Valley has demonstrated “a commitment to deliberate and thoughtful social, economic and environmental actions,” according to the automaker.
The Taos name was chosen for the new SUV family to embody the nature of the car -- Taos is a small city that offers big things, from outdoor adventure to arts, design, culture and cuisine, says Duncan Movassaghi, executive vice president, sales and marketing, Volkswagen of America.
“Collaborating with an organization that is as socially and environmentally responsible as Taos Ski Valley is perfectly aligned with our ‘Drive Bigger’ goals of committing ourselves to being a purpose-driven company,” Movassaghi says in a release. “We’re embracing our promise to help make the world a better place and want to work with companies who share this spirit.”
As part of the agreement, Volkswagen shuttle vehicles will be offered to guests of Taos Air and guests of The Blake at Taos Ski Valley lodge.
Additional program elements around Taos Ski Valley include signage, vehicle displays, and on-site Volkswagen experiences for guests throughout the year (all events will adhere to the state of New Mexico COVID-19 guidelines). The on-site elements will be accompanied by advertising spots, as well as joint digital and social media outreach.