But the commercial for “American Love Story,” set to the tune of Neil Diamond’s “I am… I Said,” celebrated more than just the past: It reflected the passing of the torch from the Microbus to the long-awaited ID. Buzz as a spiritual successor for a new generation.
New campaign with old theme
Volkswagen passed on its Super Bowl commercial in 2025, but the German automaker is back with a new campaign that revives a theme from some of you can still remember it from the nineties.
Today you can see the full 90-second version of ‘The Great Invitation: Drivers Wanted’, set to a classic hip-hop anthem from the early ’90s, with the irreverent, infectious energy that characterized the ‘Drivers Wanted’ campaigns of the era to highlight VW’s people-centric approach to design, performance and culture.
Seahawks, Pats and VWs
But during the big game this Sunday night between the Seattle Seahawks and the New England Patriots, you’ll see a 30-second version of the spot during the second half.
We expect the 30-second ad to feature several VWs currently available in the US. We know the Jetta sedan (pictured above) will be there, as well as one that brought higher expectations for Volkswagen on the sales chart.
The fully electric ID. Buzz struggled for much of 2025, as many shoppers couldn’t justify spending $60,000 or more on a car with a range of just 230 miles that doesn’t quite fit the bill for the great American road trip. Losing federal tax credits also hurts.
VW sold 6,140 ID. Buzz vans in 2025, well behind the Tiguan long-wheelbase crossover (78,621 units), Atlas SUV (71,044) and Jetta sedan (54,291). The meager sales prompted Volkswagen to announce the ID at the end of December. Buzz would skip the 2026 model year in the US, but return later this year as an updated 2027 model.
2025 ID. Buzz is still readily available
So there are plenty of 2025 ID. Buzz copies the lots of dealers across America (possibly enough to last until the 2027 ID. Buzz arrives), which explains why it appears in the new ad campaign.
A quick search for 2025 ID. Buzz Inventory in Metro Detroit on Monday unveiled six models available within a 50-mile radius of Metro Detroit. That includes an ID cost of $62,342. Buzz Pro at VW of Ann Arbor up to $73,706 for a two-tone ID. Buzz Pro at VW from Troy. Give them a call to see if they are open to price negotiations.
It makes sense to help dealers sell their electric vans, but it seems the entire VW range needs some support too. In the US, VW sales in 2025 fell by 13 percent (to 329,813 vehicles) from the previous year, and those of the GTI by as much as 35 percent (to 7,235). Every internal combustion offering dropped in 2025, while the ID.4 crossover and ID. Buzz EVs provided the only growth, albeit limited.
VW ID. Buzz Pause is yet another painful reality check for American EVs
The cards were stacked against the electric van from the start. Can we blame all of this on Elon Musk?
30 second ad costs how much?
The latest VW commercial, directed by ProdCo’s Leigh Powis, was shot on location in Houston and aimed to highlight all the ways you can say yes to life.
“Our passion has always been for our cars and our people; our drivers, our dealers, our employees,” said Kjell Gruner, President and CEO of Volkswagen Group of America. “This campaign celebrates that connection and invites everyone to share in the joy of driving a Volkswagen.”
For the record, we asked VW’s ad agency, Johannes Leonardo, how much it would cost to air this 30-second ad during the Super Bowl. A spokesperson declined to share the number, but there are reports that 30-second spots cost $10 million.
Source: Volkswagen
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