The performance-focused division of VW will soon have a dedicated space in Autostadt
3 hours ago
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- The R division debuted in 2002 with the Golf Mk4 R32 that outperformed the GTI with more power and all-wheel drive.
- New pavilion at Autostadt signifies a growing role for the performance division within Volkswagen.
- Despite pledging to be an EV-only brand by 2030, VW says that the R models will intensify the driving experience
More than two decades after introducing itself to the world with the R32 Golf, Volkswagen’s R division is seeking greater independence within the brand by securing its own pavilion at the Autostadt exhibition center in Wolfsburg. This space will be dedicated to presenting new models and hosting special events. Beginning in the summer of 2024, VW’s performance-focused division will “present itself as an independent brand” at the theme park, aiming to raise awareness about its range and increasingly significant role within the VW Group
The 100-square-meter (1,076 square feet) pavilion will include presentation and lounge areas. It will be used for exhibiting new models and technologies and will serve as a meeting place for owners and fans. Visitors will have the opportunity to compete with virtual racing professionals in driving simulators and participate in customer and club events such as “Friends of R” and “R & Coffee”.
More: 2025 VW Golf R Teased At Austrian Ice Race Before Its Debut
EV Transition
Having its first dedicated space in Autostadt is an important step for Volkswagen R, which is “realigning itself for the future” as part of the transition to an all-electric lineup.
Reinhold Ivenz, Head of Volkswagen R, commented: “With our high-performance top models, we have established ourselves as an integral part of the Volkswagen model portfolio – both in the brand and in the Group. With our own pavilion in the Autostadt, we are now taking the next step to further increase the awareness of us as a performance brand. With our transition to an all-electric brand, we will also intensify the R customer experience through exclusive insights into concept cars and new technologies.”
Described as a ‘premium performance brand,’ Volkswagen R aspires to expand its independence, taking cues from similar divisions at other automakers. Prime examples include BMW M, Audi Sport, and Mercedes-AMG, which have demonstrated considerable success in terms of sales and profitability. While it may not go as far as Cupra , which became a standalone automaker, declaring independence from Seat, Volkswagen R could potentially gain greater freedom in management-related decisions.
Humble Beginnings
Volkswagen R was founded in 2002 with the debut of the Golf IV R which positioned itself above the iconic GTI with more power and all-wheel-drive capability. The hot hatchback was followed by several models that inherited the R emblem – including the Passat, Scirocco, Arteon, T-Roc, Tiguan, and Touareg – signifying the performance flagships of their respective lineups.
In 2020, Volkswagen R became a separate business unit within VW. Its most successful year was 2023 with a production of 35,000 units adding up to over 300,000 sales of R-branded models since its conception. Following the debut of the facelifted VW Golf Mk8 R sometime in the coming months, we expect the first fully electric high-performance model, eventually leading to an EV-only range by 2030.
