DUBAI, UAE – Volkswagen ME is thrilled unveiling an innovative film showcasing its new Arabic Art Project. In collaboration with font designer,  Wael Morcos, this project showcases a spectacular blend of automotive precision and Arabic typography. As the first of its kind associated with an automotive brand, this project sets new standards on how brands are connecting with their Arabic-speaking audiences. By celebrating the beauty and heritage of the Arabic language through a breathtaking stunt, Volkswagen solidifies its commitment to cultural diversity and excellence. 

As a global leader in automotive innovation, Volkswagen continues to push boundaries and set new benchmarks. This spirit of innovation is also reflected in the arrival of the new Golf GTI, which has now launched in the Middle East, reaffirming its legacy as an icon of performance and precision. Known for its dynamic design, turbocharged power, and sporty handling, the new Golf GTI features an enhanced 2.0-liter TSI engine delivering 265 HP, sharper styling with updated LED headlights, and an advanced digital cockpit for an elevated driving experience. In this unique initiative, the Golf GTI itself plays a pivotal role, bringing the Arabic font to life in a stunning visual performance. 

Through the partnership with Wael Morcos, a visionary in the field of typography, Volkswagen aims to create a memorable and impactful project that resonates with the cultural and aesthetic values of the Arabic-speaking world. In this unique initiative, the iconic Golf GTI writes in Arabic, showcasing the fusion of automotive precision and typographic artistry. Morcos, inspired by the iconic Golf GTI, selected a font that captures both the heritage and modernity of the Arabic language. His expertise in Arabic typography and design ensures this project aligns perfectly with Volkswagen’s brand values.

“Designing the font was an exciting journey,” said Wael Morcos, Font Designer. “Considering the complexity of writing in Arabic, it was even more challenging using a car. The intricate details of the Golf GTI inspired me to merge the beauty of Arabic typography with the dynamic essence of the vehicle.”

In a spectacular demonstration of synergy between design and automotive precision, skilled precision driver Ben Menzies brings the font to life, recreating Arabic characters of Volkswagen with a Golf GTI. This thrilling performance is captured in a captivating video, showcasing the meticulous process and stunning results.

“Collaborating with Wael on this project has been an incredible experience,” added Ben Menzies, Precision Driver. “Bringing the text design to life with car tracks required precision driving and a deep understanding of both the font and the vehicle’s capabilities. This unique challenge allowed us to explore new creative boundaries and achieve something truly special.”

To highlight the project’s cultural significance, Volkswagen Club member Abdullah Bakr added, “Arabic culture is deeply woven into our region, and it’s exciting to see Volkswagen celebrating this heritage. The Golf GTI, with its iconic status, embodies the spirit of innovation and excellence found in Arabic typography. This initiative honors our cultural roots and showcases how the beauty of the Arabic language and the dynamic essence of the Golf GTI create something truly remarkable.”

Madlen Gruschka, Marketing Manager at Volkswagen Middle East, explained the vision behind this initiative: “This project represents a perfect fusion of our commitment to innovation and our respect for cultural heritage. The idea of combining the artistry of Arabic typogrphy with the dynamic performance of the emerged from our desire to create something that celebrates our brand’s history and resonates deeply with our audience in the region. Working with Wael Morcos has been a thrilling journey, and we are proud to showcase how Volkswagen continues to push creative boundaries while honoring the rich cultural tapestry of the Arabic-speaking world.” 

Volkswagen’s Arabic Art Project not only celebrates the rich heritage of the Arabic language but also showcases the brand’s innovative spirit through the iconic Golf GTI. This fusion of art and engineering exemplifies Volkswagen’s commitment to cultural diversity and automotive excellence.