Volkswagen has turned to one of the most recognizable action stars to advertise its new lineup of vehicles. Jason Statham has returned as The Transporter.
VW released an advertisement on Monday that shows a delivery man carrying a package to a luxurious home. A mysterious figure then opens the package and reveals a message saying, “We need the Transporter.”
The figure — later revealed as Statham — dons a suit and then poses in front of a green VW Transporter van.
“We are thrilled to have Jason Statham as the face of our new campaign,” said Sandra Waidelich, Head of Sales & Marketing Experience at Volkswagen Commercial Vehicles, in a press release.
“Its energy and unmistakable style are a perfect match for our new Transporter, which is known for its robustness, reliability, and innovative technology. The reactions to the trailer here on site and online were promising.”
“The Transporter,” of course, was a trilogy of films released between 2002-08. Statham starred as Frank Martin, a transporter who used exemplary driving skills to deliver packages. As the films progressed, Martin also had to rely on his martial arts skills to overcome his adversaries.
Of course, Statham/Martin relied on significantly different vehicles than a VW van. He drove a 1999 BMW E38 753i in the first film and an Audi A8 in the second and third.
The return of Statham’s character is only the first part of a campaign created by Scholz & Friends. There will be more commercials and content highlighting the Transporter van’s features. The list will include its load capacity, safety features, and driving characteristics.
The return of Statham remains fitting based on vehicle availability
Channeling Statham’s character serves as a fitting choice for VW. After all, Martin was an ex-Special Forces member who lived in France. He only made one trip to the United States for “The Transporter 2.”
Similarly, the VW Transporter with its close to 3,000 pounds of cargo capacity is not available in the United States. Consumers who want to use the commercial van will not have the ability, nor will they be able to purchase the Caravelle passenger van.
This is unfortunate for US-based companies considering that the Transporter also offers multiple drivetrain options. This includes turbodiesel (TDI), plug-in hybrid, and all-electric drive.
The TDI and e-hybrid models feature front-wheel drive. Select versions of TDI have 4MOTION all-wheel drive as an option.