Volkswagen has big expectations for its new ID.3 electric car. The zero-emission family hatchback is hitting the UK with a price tag starting from less than £30,000 and is already in huge demand.
And to keep orders flooding in, the German manufacturer has unveiled a new advertising campaign to celebrate the car’s carbon neutral production.
Though the billboards used to promote the vehicle in six major cities are not like any other ad poster, with Volkswagen claiming they ‘eat’ pollution.
Pollution-eat adverts: Volkswagen has unveiled a new advertising campaign for its ID.3 electric car with painted murals using a material that is claimed to eliminate emissions. Pictured: One of the six ads in Birmingham
The giant images of the new emission-free ID.3 are painted with a product called Airlite.
This is a 100 per cent natural material designed to eliminate bacteria and reduce pollutants, such as nitrogen oxide (NOx).
It was decided to use Airlite, rather than LED screens or a traditional boarded poster, because 100 square metres of the paint can reduce air pollution in the same way as planting 100 square metres of forest.
VW says 100 square metres of the paint can reduce air pollution in the same way as planting 100 square metres of forest
One of the billboards is on the busy Euston Road in central London close to Great Portland Street tube station
VW’s electric family car comes under £30,000: The ID.3 Life will become the most affordable version of the new Golf-sized hatchback, priced at £29,990 including the Government’s plug-in vehicle grant
The car manufacturer has created a series of six murals located in cities across the UK.
Where you can find the pollution-eating billboards
London: 337 Euston Road, NW1 3AD
Bristol: Cabot Circus, Glass House, Penn Street Bristol, BS1 3BX
Cardiff: 5 Quay Street, Cardiff, CF10 1DZ
Glasgow: 60 Washington St, Glasgow G3 8AZ
Manchester: 46 Shudehill, Manchester, M4 4AA
Birmingham: 164 High Street, Deritend, Birmingham, B12 0LD
Each took between three and five days to paint and is designed to showcase the green credentials of the new pure-electric ID.3.
The unconventional adverts are in London, Manchester, Cardiff, Birmingham, Bristol, and Glasgow.
Volkswagen chose the environmentally-friendly campaign to highlight the car’s claim to being ‘net carbon neutral’.
The factory where the ID.3 is assembled in Zwickau, Germany, is entirely powered by renewable energy, with many third-parties in the supply chain also using green energy.
Where carbon emissions are unavoidable, for example during shipping, these are compensated by supporting internationally recognised climate protection projects such as the restoration of forests in Borneo, Indonesia.
When on the road in the UK, customers can keep their ID.3 carbon-neutral by charging their car for free at more than 250 Tesco stores across the UK as part of Volkswagen’s partnership with the supermarket and PodPoint.
The adverts – this one in Cardiff – are aimed at promoting the ID.3’s carbon-neutral production in Germany and general green credentials of the electric car
Each mural took between three and five days to paint. The advertising boards will remain up for one month, Volkswagen UK said
The mural in Glasgow on Washington Street can be seen from quite a distance
Just last month, the first examples of the ID.3 arrived on UK soil.
These cars were the ‘1st Edition’ models that had been available to pre-order months earlier, with just 1,500 up for grabs.
Early adopters snapped up the limited run of cars, which sold out in a matter of days.
These 1st Edition vehicles were high spec and priced from £36,000 – around £6,000 more than the current cheapest ID.3 – to take advantage of the huge demand for Volkswagen’s first dedicated electric car in its new spin-off ID range.
One of the six locations chosen for the VW adverts is Bristol, right in the bustling city centre
The earliest version of the all-new VE ID.3 on sale – called the 1st Edition – have been available to order since July and arrived in the UK early last month
The performance figures of the new cars puts the ID.3 into direction rivalry with Tesla’s Model 3, which has become the UK’s best-selling zero emissions cars of 2020
Sarah Cox, head of marketing at Volkswagen UK, said: ‘The ID.3 is not only Volkswagen’s first dedicated, ground-up electric car, but it is also a sign of our intent to become a carbon-neutral company by 2050.
‘It is delivered to customers net carbon-neutral, and so this innovative outdoor advertising campaign fits in well with our environmentally-aware approach.’
The advertising boards will remain up for one month.
You can find out more about the range and pricing of VW ID.3s available to UK customers in our dedicated story.
Inside, the ID.3 has a 10-inch touch screen, keyless start and the ID.Light interior system that alerts the driver and passenger if there are any immediate risks
|ID.3 Pro Performance specifications (58 kWh and 204 PS)|
|Model||Price*||0-62 mph||Range||Energy consumption|
|Life||£29,990||7.3 sec||263 miles||4.2 miles/kWh|
|Business||£33,720||7.3 sec||262 miles||4.2 miles/kWh|
|Family||£34,650||7.3 sec||260 miles||4.2 miles/kWh|
|Style||£34,180||7.3 sec||261 miles||4.2 miles/kWh|
|Tech||£36,190||7.3 sec||260 miles||4.2 miles/kWh|
|Max||£38,220||7.3 sec||258 miles||4.2 miles/kWh|
|ID.3 Pro S specifications (77 kWh and 204 PS)|
|Tour||£39,290||7.9 sec||336 miles||4.1 miles/kWh|
|*price inclusive of PiCG|