Volkswagen has taken steps to become globally carbon-neutral by the year 2050. Phasing out gas cars and launching a lineup of all-electric vehicles is the most critical part of this plan. But it’s not the only one. Every action counts.

That’s why when Volkswagen introduced the ID.4—their first all-electric vehicle in the Canadian market—they wanted to help new owners maximize the benefit of their new EV. The objective was to create a promotional item that provided long-term value and demonstrated the brand’s larger commitment to sustainable innovation.

The Cleaner Car Cover is an innovative accessory for the all-electric ID.4. It’s the first-ever car cover designed to absorb airborne pollution.

It was created using a photocatalytic coating that, when activated by daylight, absorbs and breaks down four common airborne pollutants: Nitrous Oxide, Acetaldehyde, Formaldehyde, and Toluene.

Cities in England, Mexico, Indonesia, and the United States are already using titanium dioxide coatings on buildings and roadways. Volkswagen found a new way to use this technology.

The Cleaner Car Cover helps owners of the zero emission Volkswagen ID.4 drive sustainability, even when it’s parked in their driveway.

Sustainability is the number two reason why people in Canada buy an ID.4*. But due to pandemic-related delays, many owners had to wait up to two years to get their car. That’s a long time to wait when you’re eager to start driving more sustainably today.

We couldn’t give them back two years of their time. But we could give new ID.4 owners an accessory to help them amplify the sustainability of their new EV.

The Cleaner Car Cover was part of a welcome strategy that helped build a relationship with new owners during the critical first few months of ownership – a time when new car buyers are trying to get the most out of their new vehicle.

*Source: IPSOS NVCS Buyer Study 2022/2023

The Cleaner Car Cover was created in partnership with nanotechnology company FN Nano, using their patented titanium dioxide coating.

First, we designed custom covers that fit the ID.4 – which included an opening that allowed the vehicle’s charging port to be used while the cover is on. The covers were made from water-repellent polyester, with a cotton interior lining.

The covers were treated with the photocatalytic coating, packaged in both English and French, and sent directly to 100 new ID.4 owners in Canada’s three largest EV markets: Ontario, British Columbia, and Quebec.

We promoted the covers in social, CRM, and with a website that gave new owners all the information they needed to get the most out of their new accessory.

We also released an open-source document with information on the car cover and resources to find titanium dioxide suppliers around the world. We shared this document with all automakers.

Based on the effectiveness of titanium dioxide coatings*, if every EV owner in Canada had a Cleaner Car Cover, two metric tonnes of pollution from the air could be offset in the first year.

A post-launch survey of ID.4 owners who received the Cleaner Car Cover showed:

+37% in the perception that Volkswagen is an innovative brand

+93% would recommend a Volkswagen EV to others

*Source: IOP Conference Series: Earth and Environmental Science, Volume 794.