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VW T-Cross The Town – a well-succeeded formula

Special series repeats the manufacturer’s partnership with festivals that have already sold more than 40 thousand cars

By Décio Costa | 7/11/23 | Translated by Jorge Meditsch

Volkswagen is launching one more emotion-charged special series associated with great music festivals, the T-Cross The Town 2024. The model is based on the compact SUV’s 200 TSI version and is offered for R$ 149,990 – R$ 9,300 more than the original model – in a limited three-thousand units batch.

The first T-Cross special series got visual and functional differentials. Dark shades prevail, with the roof, columns and rearview mirrors black, such as the 17-inch alloy wheels. The Town’s logo identifying the series is discreetly placed on the body’s waistline.

The car also has LED headlights, front and rear parking sensors and rearview camera.
The interior has partially leather upholstered seats and a 10.25” multimedia central with the VW Play platform.

Assistance features include adaptative cruise control and autonomous emergency braking. It also carries the start-stop system. The T-Cross The Town maintains the 128 cv 20.4 kgfm engine and six-speed automatic transmission.

The new special series continues a strategy that became a brand tradition. Previous partnerships with festivals like the Rock in Rio generated special packages for the Gol, Fox and Saveiro. “It is an ambitioned success”, tells Roger

Corassa, Volkswagen do Brasil’s sales and marketing vice president. “A history that already adds up to more than 40 thousand special series units sold”.

The executive said that, recently, the Nivus, the official Rock in Rio car, generated more than 250 million connections with the brand. “During the campaign period, the market reacted with a demand increase.”

For Corassa, the partnership with mega-events makes sense and is ratified by The Town, already considered one of the major music and art festivals with 500 thousand tickets sold-out for September 2,3,7, 9 and 10. The event will happen at the Autódromo de Interlagos in São Paulo.

The T-Cross was the SUV’s leader in the first semester, with more than 32 thousand units sold, 9.5% of the segment sales.