Volkswagen Group’s 2025 U.S. deliveries fell 12.4%, even as the company put the Volkswagen brand in front of a Super Bowl audience with its 2026 “The Great Invitation: Drivers wanted” campaign. The contrast is real, but it needs context: Group deliveries worldwide slipped just 0.5%, regional results diverged, and U.S. battery-electric vehicle deliveries rose. Available figures do not show whether the commercial changed sales.
What was Volkswagen’s Super Bowl commercial?
Volkswagen of America announced “The Great Invitation: Drivers wanted” on February 3, 2026. The company said a 30-second spot was planned for the second half of Super Bowl LX. It described the campaign as a return to its 1990s “Drivers wanted” platform and said it was intended to invite individuality, curiosity, and saying yes to opportunities. Those are Volkswagen’s stated creative aims, not measures of advertising effectiveness. Volkswagen of America’s campaign announcement
The latest campaign follows another high-profile Super Bowl appearance: in 2024, Volkswagen scheduled a 60-second “An American Love Story” spot for the third quarter of Super Bowl LVIII. It marked the company’s 75 years in America and looked back on U.S. brand history, from the Beetle to the ID. Buzz. Volkswagen’s 2024 campaign announcement
How much did Volkswagen sales fall?
The clearest evidence of “sales struggles” is the U.S. result for Volkswagen Group in fiscal 2025: 576,922 deliveries, down 12.4% from 658,314 in 2024. That is a substantial decline in vehicle volume in the United States.
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The global picture was markedly less severe. The Group delivered 8,983,900 vehicles worldwide in 2025, down 0.5% from 9,026,681 in 2024. The U.S. decline therefore should not be described as a comparable worldwide collapse. These are Volkswagen Group delivery figures, not U.S. retail registrations for the Volkswagen passenger-car brand alone. Volkswagen Group’s 2025 fiscal-year results
Why the global and U.S. results differ
Regional delivery results varied. Volkswagen Group reported an 8.5% decline in North America in 2025, alongside growth of 3.9% in Western Europe and 13.8% in South America. Those differences help explain how a sharp U.S. drop can coexist with nearly flat global deliveries. Volkswagen Group’s annual report
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The Group said the U.S. market was in the range reported in the previous year and attributed its lower U.S. deliveries in particular to the tariff situation. That is the company’s explanation, not independent proof that tariffs alone caused the decline.
Did every kind of Volkswagen sale decline?
No. Volkswagen Group’s U.S. battery-electric vehicle (BEV) deliveries rose 45.7% in 2025 to 71,972, even as its total U.S. deliveries fell 12.4%. Globally, Group BEV deliveries rose 32.0% to 983,120. The figures show that the overall U.S. drop did not extend to every powertrain, though the increase in BEVs did not offset the fall in total deliveries. Volkswagen Group’s 2025 delivery figures by powertrain
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What the Volkswagen brand’s 2024 results add—and don’t
Volkswagen Passenger Cars reported 3,109,007 deliveries in 2024, up 3.1%. That brand figure excludes China and includes external manufacturing, so it is not directly comparable with the 2025 Volkswagen Group U.S. total. The brand’s financial performance also weakened: operating result fell 27% to €2.59 billion, and operating margin after restructuring declined to 2.9% from 4.1% in 2023. These results add a profitability dimension, but they cover a different year, geography, and reporting scope from the U.S. delivery decline. Volkswagen Newsroom’s 2024 Volkswagen Passenger Cars results
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Does the Super Bowl ad explain or solve the sales decline?
The commercial and the delivery figures establish two parallel facts: Volkswagen bought major visibility during the Super Bowl, and Volkswagen Group deliveries in the U.S. fell in 2025. The cited company announcements and results do not establish that the campaign increased or reduced sales, nor do they show whether it will change future results. The creative announcement describes the campaign’s intent; it is not evidence of its impact.
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