“Values” delivers five video portraits of five unique drivers. Each “Value” video serves as an ambassador for a specific pillar and delivers a high-level message on the pillar, priming the user for the technical product discussion below it. We followed each subject, filmed the driver’s interactions with the car, and allowed their human storyline to reveal the power of German engineering. We wanted to capture the bond between a VW and a driver, but we also wanted to entertain, provoke thought, and inspire. That means our portrait subjects needed to be unexpected, genuinely interesting individuals. This is, after all, VW. People are the lifeblood of VW. After all, they inspire VW design and they put VW engineering to use. That’s why they’re the best ambassadors of the “Why VW” section.

Safety isn’t just important to us. It’s important to everyone. Claudia is a professional skydiver who trains others to independently jump on their own. Each Volkswagen is engineered to help make you feel safe no matter where life leads you. Even if that’s parachuting out of airplanes for a living. That’s an endorsement we’ll take.