The electric car category is moving from early adopters to late adopters. A whole bunch of hybrid leases are terminating. In short, the stars are aligning for Volkswagen to jump into the EV category right as it's about to expand. 

Fortuitous that the landscape is populated by extremes: silly miniatures that look like they were designed by Fisher Price... or expensive showpieces offered by Tesla and Audi. That leaves a large, gaping whole for a sensible looking car that makes the electric category appealing to the next wave of adopters -- something more practical than a two-seater with an aesthetic your golfing buddies won't laugh at.

So instead of selling an electric model made by VW, we leveraged the strength of the brand heritage and announced "The People's Car" goes electric.