Volkswagen has unveiled its one-off custom ID.3, rendered in the colours of the Progress Pride flag, ahead of this weekend's pride festival.
Milton Keynes Pride will be taking place in Campbell Park on Saturday (11/9) and is set to welcome over 10,000 people for a day of celebration and inclusion.
Volkswagen has decided to sponsor the event and take things one step further by unveiling the unique car to symbolise the company's Diversity and Inclusion programme.
The 'PRID.3' is a unique ID.3, created specifically for use at the festival, with the car’s distinctive design – inspired by the psychedelic camouflage pattern used on ID.3 prototypes – rendered in the colours of the Progress Pride flag to create a meaningful and eye-catching livery for the model.
A spokesperson for Volkswagen said: "This pattern, and the car itself, define Volkswagen’s new relationship with Pride, and represent wholehearted inclusion, and a celebration of diversity."
Integral to the car’s design is the incorporation of the eleven colours of the Progress Pride flag – 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.
The model will be on display to staff in the Volkswagen Group UK atrium from today (6/9) for the entire week, to encourage colleagues to attend the festival, after which it will take pride of place at the festival on Saturday (11/9).
Andrew Savvas, Director of Volkswagen UK, said: “The PRID.3 brings together what we do as a car maker, with what we do as a responsible employer. As the PRID.3, it reflects the company giving something back to the local community. Another facet of the car shows Volkswagen looking out for its employees with inclusive and fair employment and hiring practices; and behind the ID.3 itselfre the brand’s commitment to environmental responsibility, in delivering the model carbon neutral to customers, and providing a genuinely affordable electric car.
"Being involved in Milton Keynes Pride Festival as a major employer in the area is a brilliant opportunity to demonstrate our support of the local community. Volkswagen means 'People's Car', which stands for all people, so 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.”
The brand’s sponsorship of Milton Keynes Pride Festival covers the Community Tent and Sensory Area – two spaces where families can enjoy themselves while being a part of Pride. The Community Tent will host family-friendly acts including authors, pantomime shows and magic performers, while the Sensory Area caters to families with neurodiversity requirements, and provides a more peaceful place away from the buzz of the main entertainment, should attendees need to break away.
The PRID.3 will be displayed in Volkswagen's sponsor area, where visitors can find out more about the brand’s Diversity and Inclusion focus and activities.