volkswagen launches new vw drivergear, branded merchandise website

Nov 26, 2013

Site has improved functionality: New user-friendly features include search narrowing, cart preview, and other capabilities.

Herndon, VA -  VW DriverGear, the official US lifestyle brand for Volkswagen drivers and enthusiasts, is pleased to announce the launch of its new e-commerce website. The site’s new features and functionality offer an easier, more streamlined shopping experience, consistent with the brand’s values, goals, and overall online presence.

“Volkswagen drivers are, and always have been, among the world’s most passionate automobile enthusiasts, and they keep themselves informed about the industry’s latest developments in every way,” said Hendrik Muth, General Manager of Performance, Lifestyle, and Accessories Products, Volkswagen of America. “It’s important to us that the website where they purchase VW lifestyle items offers the same state-of-the-art experience.”

One of the new website’s most important enhancements allows customers to narrow their shopping search results by price, style, and color. A prominent ticker shows the number of items that match their requirements, making it easy for the customer to hone their list or broaden the search to include a wider variety of merchandise. A shop-by-size function is also in development and nearing completion, allowing additional flexibility for customers shopping for apparel. 

Another key addition to the site is an instant-preview shopping cart feature that updates as you go. Customers purchasing multiple items can simply hover over their shopping cart at the top right of their screen, allowing them to view and track their item quantities, images, and pricing without having to leave the current page. 

A third enhancement is a “You may also like” navigation function, which makes it convenient for customers to view images of related items—for example, complementary apparel or lifestyle merchandise—along with pricing and item numbers. The feature allows customers to complete their VW DriverGear selections in fewer clicks, allowing for a more efficient shopping experience. According to Muth; “People use VW DriverGear to express their personality and loyalty to VW, so it was important to us to return the favor and make the site as easy as possible for them to navigate.”

Volkswagen invites drivers, owners, and enthusiasts to experience the new site for themselves at

About Volkswagen of America, Inc.
Founded in 1955, Volkswagen of America, Inc., an operating unit of Volkswagen Group of America, Inc., (VWoA) is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. VWoA’s operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and its state-of-the-art manufacturing facility in Chattanooga, Tennessee. The Volkswagen Group is one of the world's largest producers of passenger cars and Europe's largest automaker. VWoA sells the Beetle, Beetle Convertible, Eos, Golf, GTI, Jetta, Jetta SportWagen, Passat, CC, Tiguan, and Touareg vehicles through approximately 630 independent U.S. dealers.

This press release and images are available at Follow us @VWNews



Amelia Fine-Morrison
(703) 364-7678