Volkswagen unveils Pride flag-inspired ID.3 ahead of Milton Keynes Pride

Words: Alastair James; pictures: Volkswagen UK

Volkswagen is showing up for the LGBTQ community and marking its first UK Pride at Milton Keynes on 11 September, where the motoring company will also debut a one-off, custom-designed ID.3 car inspired bu the Progress Pride flag.

The ‘PRID.3’ car’s psychedelic camouflage pattern incorporates all eleven colours of the Progress Pride flag, including the traditional Pride colours as well as stripes representing the trans community and Black, Asian and minority ethnic (BAME) people.

The Milton Keynes Pride festival takes place on 11 September in Campbell Park, with gates opening at midday.

“Diversity and Inclusion are at the heart of all that we do”

Volkswagen says it’s chosen to use Milton Keynes Pride as their first UK event due to the closeness to their UK headquarters and the impact the event will have on the local community, including the local LGBTQ charity, Q: Alliance. 

Andrew Savvas, the Director of Volkswagen UK, said: “The PRID.3 brings together what we do as a carmaker, with what we do as a responsible employer. As the PRID.3, it reflects the company giving something back to the local community.

Savvas adds that the car demonstrates Volkswagen’s commitment to inclusive and fair employment, as well as its brand commitment to environmental responsibility, in delivering the model carbon neutral, 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,” he continues.

“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.”

Visitors to the event will find two family-friendly spaces, with The Community tent hosting authors, pantomime and magicians, while the Sensory Area will cater options for those with neurodiverse needs, as well as a quieter area for attendees should they need it. 

Pride-goers will also be able to check out the PRID.3 in all its prideful glory with Volkswagen’s friendly volunteers. 

Volkswagen’s We Drive Proud UK Pride network, which was established in late 2019, sits within a wider Diversity and Inclusion programme at Volkswagen Group UK, with Driven Women, Cultural Diversity and Parents and Carers ENGs set up on behalf of further community groups within the workforce.

Further information on Volkswagen Group’s Diversity and Inclusion programme can be found here.

The Attitude September Style Issue, is out now.

Subscribe in print and get your first three issues for just £1 each, or digitally for just over £1.50 per issue.