Volkswagen’s latest ad campaign, “Proudly Assembled in Chattanooga,” puts the spotlight on the dedicated American workforce.

“Proudly Assembled in Chattanooga” pays tribute to the hardworking individuals building the Atlas, Atlas Cross Sport, and ID.4 in the heart of Tennessee. The campaign emphasizes Volkswagen's dedication to local manufacturing, environmental responsibility, and the vibrant community behind its success.

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Rachael Zaluzec, Senior Vice President of Customer Experience and Brand Marketing for Volkswagen of America, shared her pride in the company’s latest ad campaign: "At its core, this campaign is about pride—in our people, in our products, and in the idea that great things are built right here at home. Our goal was to highlight what our vehicles can do, where they come from, and the care that goes into each one.”

The campaign brings the Atlas, Atlas Cross Sport, and all-electric ID.4 into focus—not just as vehicles, but as products of purpose and pride. “Proudly Assembled in Chattanooga” invites viewers behind the scenes to where it all begins: on the factory floor, where craftsmanship and care shape every detail. Through striking visuals and emotionally-driven storytelling, the campaign draws a powerful connection between Volkswagen’s American-made vehicles and the hardworking people who build them.

Proudly Assembled in Chattanooga: A commitment to America

Beyond “Proudly Assembled in Chattanooga” is a clear commitment to America—one that includes smart, sustainable innovation.

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The campaign highlights the Chattanooga plant’s 66-acre solar array and its unexpected partners: a herd of 50 sheep. The 8-megawatt array, made up of 33,600 panels, supplies up to 9.3% of the plant’s electricity during full production—enough to power 1,600 homes annually. Meanwhile, the sheep and solar array work together to support Volkswagen’s broader sustainability goals, help lower the plant’s carbon footprint, and mitigate operational costs.

The Volkswagen plant in Chattanooga is more than just a production facility—it’s the launchpad for thousands of career journeys. Since 2008, over 4,500 team members have found not only jobs but fulfilling paths in engineering, vehicle assembly, research and development, testing, and leadership roles. With forward-thinking initiatives like the Volkswagen Academy and Volkswagen e-Labs, even local middle schoolers are getting early exposure to exciting career opportunities—right in their own backyard. This isn’t just where cars are built. It’s where futures are forged. Experience this form of Volkswagen greatness firsthand. Discover the future of driving at VW Marin.