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The Volkswagen PRID.3 is here to make you go ‘ahhh’

Volkswagen’s support of a Pride event involves a wonderfully liveried car and a great pun

Published: 03 Sep 2021


Pride-ee-three. That’s how to say it, rather than Prid-three. Vocalise the former and you unlock the wonderful pun built into this specially designed Volkswagen ID.3, perhaps the world’s most inclusive electric car.

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It’s been made by VW ahead of the company's support of Milton Keynes Pride Festival on September 11, and much like the Bentley Unifying Spur before it, it adds a punny flourish to a car that’s not simply been daubed in a rainbow flag.

“Integral to the car’s design is the incorporation of the eleven colours of the Progress Pride flag,” says Volkswagen, “with the traditional red, orange, yellow, green, blue and purple joined by black and brown to represent LGBTQ+ people of colour; and pink, light blue and white to include transgender people.

“All of these colours merge into one another in an ombré effect, to reflect the community and togetherness of all communities and identities, as well as celebrating their differences.”

The wrap took three days to apply, the work done by Creative FX at its studio in Bromley.

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“Volkswagen means 'People's Car', which stands for all people,” adds Andrew Savvas, VW’s UK boss. “There's really no better event to get behind than Pride, for the good of our colleagues, customers and community. Diversity and Inclusion are at the heart of all that we do.”

So just in case you thought a plug-in people’s car wasn’t well-intentioned enough, VW’s just made it a whole lot more wholesome. Ahhh.

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