• by Tanya Gazdik , February 10, 2022

Volkswagen and Porsche have each signed separate three-year “super sponsor” partnerships with South by Southwest (SXSW) Conference and Festivals.

Other top-level sponsors of the event include White Claw, Blockchain Creative Labs and The Austin Chronicle. Second-tier sponsors so far include Amazon’s Audible company and Samsung Galaxy.

VW will use the event to unveil the Volkswagen ID. Buzz, an electric reimagining of the brand’s iconic Microbus from the 1960s. The automaker unveiled a concept of the vehicle at the Detroit Auto Show in 2017 which was met with enthusiasm from both the press and public.

To celebrate the first outing of the production version of the new electric vehicle, the automaker will host various “Buzz Stops” throughout the city of Austin, Texas,  from March 11-20.

Last year’s SXSW was moved to an online platform due to the pandemic and the 2020 event was cancelled. All badge holders receive access to SXSW Online, a digital event component which includes live streamed content from conference sessions as well as the film and music festivals.

For the duration of the conference, European-market ID. Buzz vehicles will frequent two stations near the Austin Convention Center, delivering information and entertainment to those nearby.

The event has a commitment to innovation and technology coupled with access to culture and creativity, making it a fitting location to reveal the vehicle, said Scott Keogh, president and chief executive officer, Volkswagen Group of America.

The vehicle “has been emblematic of cultural ideals that have inspired change and driven progress, both in the U.S. and globally,” Keogh says in a release. “Volkswagen is taking the lead in electromobility in a transformative way.”

This is also the first year that Porsche will be represented at SXSW.The centerpiece of the premiere is an installation in downtown Austin that provides a glimpse into the design process behind the legendary sports cars, according to the automaker. 

Under the motto "A Creator's Mind,” Porsche opens the secret sketch pad of its design department and shines a light on the "Porsche Unseen" studies. This curated portfolio includes design sketches and completed studies, and will be presented in a custom-built Porsche space close to the SXSW conference center.

The interior of the Porsche space will look like the surface of a giant design desk. It will offer creators from music, film, tech and gaming a stage to present their visions and projects. 

The space encourages conference-goers to exchange ideas with designers and engineers from the brand and with team members from Porsche Digital.

South by Southwest aims to help creative people achieve their goals, while Porsche is the brand for those who follow their dreams, says Detlev von Platen, member of the board for sales and marketing at Porsche AG.

“The philosophies of both brands fit together perfectly,” von Platen says in a release.