At this year’s IAA Commercial Vehicles Show in Hannover, Germany, Ford made a bold marketing move, capitalizing on Volkswagen's premiere of its highly anticipated seventh-generation Transporter.
A Special Place for Volkswagen
The event, known for showcasing top utility vehicles, became the stage for an American company to remind everyone of their collaboration with the German giant.
Hannover holds a special place in the automotive world, particularly for Volkswagen, according to Moto.
The city has long been associated with the production of the brand’s best-selling Transporter model, which remains a leader in the commercial vehicle market. In 2023 alone, Volkswagen delivered over 81,500 units of the Transporter and an equal number of variants like the Caravelle, Multivan, and California.
This year’s unveiling of the Transporter T7 was especially significant for Volkswagen, marking a new era of collaboration with Ford.
Avoided a Direct Comment
For the first time in history, the vehicle was co-developed with Ford, with the American company taking the lead in the design. Manufactured in Turkey at Ford Otosan, the Transporter T7 shares its technical foundation with the Ford Transit Custom and its passenger version, the Tourneo Custom.
Taking advantage of the buzz surrounding Volkswagen’s announcement, Ford strategically placed illuminated billboards around Hannover, including prominent spots at the airport, showcasing the Transit Custom — the very model that served as the blueprint for Volkswagen's T7.
This clever move highlighted the close relationship between the two automotive giants, despite being competitors.
Volkswagen representatives remained diplomatic when asked about Ford’s marketing. While they avoided commenting directly on the competition, they acknowledged the extensive collaboration between the companies, which extends beyond the Transporter to models like the Volkswagen Amarok and Ford Ranger.
