Volkswagen celebrates its commitment to America through its ‘Proudly Assembled in Chattanooga’ ad campaign

Volkswagen of America, Inc. today debuted its newest brand campaign, “Proudly Assembled in Chattanooga.” This is a heartfelt and visually stunning tribute to its American workforce and the customer journeys that begin at Volkswagen’s assembly plant in Chattanooga, Tennessee.

The campaign—featuring the Atlas, Atlas Cross Sport, and fully-electric ID.4—takes viewers behind the scenes to where every drive begins: the factory floor. Through poetic storytelling and vivid imagery, “Proudly Assembled in Chattanooga” connects the soul of Volkswagen vehicles to the people and places that are responsible for them.

“At its core, this campaign is about pride—in our people, in our products, and in the idea that great things are built right here at home,” said Rachael Zaluzec, Senior Vice President of Customer Experience and Brand Marketing for Volkswagen of America. “Our goal was to highlight what our vehicles can do, where they come from, and the care that goes into each one.”

Also featured in the campaign is the Chattanooga assembly plant’s 66-acre solar array and the sheep herd that help maintain the fields around it. The 8 mW solar array includes 33,600 panels which can supply up to 9.3% of the plant’s electricity needs during full production—enough to power 1,600 homes annually. Adaptive grazing around the solar array with a herd of about 50 sheep helps avoid excessive vegetation and soil erosion. The sheep and solar array work together to support Volkswagen’s broader sustainability goals, which not only helps reduce the plant’s carbon footprint but also mitigate operational costs.

The Chattanooga plant isn’t just where these vehicles are assembled; it’s where about 4,500 Volkswagen team members are building their careers. Since announcing “It’s Chattanooga” in 2008, Volkswagen has provided opportunities to advance careers in high-tech research and development, vehicle assembly, engineering, testing, and management among other avenues. World-class career development programs like the Volkswagen Academy and Volkswagen e-Labs help students starting in middle school explore career paths available right in their own hometown.

The “Proudly Assembled in Chattanooga” campaign launches today across national broadcast, digital, and social media, with additional placements rolling out throughout the summer.