Volkswagen Shines a Light on American Craftsmanship in New “Proudly Assembled in Chattanooga” Campaign

Celebrating the People, Places, and Purpose Behind Every Atlas, Atlas Cross Sport, and ID.4

At Bill Jacobs Volkswagen, we believe in more than just great vehicles, we believe in the people who make them. That’s why we’re proud to share Volkswagen’s latest national campaign, “Proudly Assembled in Chattanooga,” a heartfelt tribute to American craftsmanship, sustainability, and the 4,500+ team members building our cars right here in the U.S.

This new campaign highlights the Volkswagen Atlas, Atlas Cross Sport, and fully-electric ID.4, all of which are assembled at the state-of-the-art Volkswagen plant in Chattanooga, Tennessee. It’s where innovation meets dedication, and where every drive begins.

More Than a Factory—A Foundation for the Future

What makes this campaign special is that it goes beyond the vehicles. It tells the story of the people and community behind every model. From the factory floor to the final product, “Proudly Assembled in Chattanooga” is a powerful reminder that quality, care, and American pride are built into every Volkswagen.

As Rachael Zaluzec, Volkswagen’s SVP of Customer Experience and Brand Marketing, puts it:

“This campaign is about pride—in our people, in our products, and in the idea that great things are built right here at home.”

Powered by People—and the Sun

Sustainability is a key focus at the Chattanooga plant. The facility is home to a 66-acre solar field with more than 33,000 solar panels, generating enough clean energy to power up to 1,600 homes per year. In a unique eco-friendly twist, Volkswagen uses a herd of 50 sheep to maintain the land around the panels, minimizing the need for traditional landscaping and helping to prevent soil erosion.

This blend of innovation and environmental responsibility is just one example of how Volkswagen is shaping the future, right here in America.

Built for Drivers. Built for America.

Since 2008, Volkswagen has invested in the Chattanooga community, not just in vehicles, but in careers and education. Programs like the Volkswagen Academy and e-Labs introduce students as early as middle school to advanced career paths in automotive engineering, R&D, and beyond.

At Bill Jacobs VW, we’re proud to offer vehicles that represent this level of commitment to quality and community. When you drive a Volkswagen assembled in Chattanooga, you’re not just getting a great SUV, you’re supporting American workers and a better tomorrow.

See the Pride for Yourself

The “Proudly Assembled in Chattanooga” campaign is now live across national TV, social media, and digital platforms. Visit Bill Jacobs Volkswagen to experience the Atlas, Atlas Cross Sport, or all-electric ID.4 in person and take home a vehicle that’s proudly assembled right here in the U.S.

View Atlas Inventory View Atlas Cross Sport Inventory View ID.4 Inventory Contact Us