It was common as a Christmas jingle — until now. The Volkswagen Sign-Then-Drive end-of-year promotion, intended to boost lease sales and offer customers inexpensive lease options, won’t be offered this holiday season, VW confirmed last week.
End of an Era
Since 2007, the promotion kicked off in November and ran through early January to take advantage of holiday shoppers and cull excess dealer inventory. In years past, it included no down payment, no security deposit, and no first month’s payment at signing.
The promotional event was notably absent when dealers received an email outlining Volkswagen’s November retail and marketing programs. VW dealers who have come to rely on the promotional event were unsurprisingly confused, industry trade publication Automotive News reported.
The end of the event comes as VW sales slid 11% in Q3, and its incentives are among the highest of mass-market brands. So why end a promotion that would entice shoppers?
Atlas First
It seems VW is focusing on initiatives for the 2027 Atlas instead. The second-generation Atlas went on sale in October, and the Cross Sport version is being marketed this month. Volkswagen is offering a $1,000 lease loyalty bonus for returning Atlas lessees.
Costco Partnership
VW also partnered with the Costco Auto Program to offer stackable incentives of up to $1,250 to Costco members. These incentives are only available on the Atlas, Atlas Cross Sport, Taos, and Tiguan. The Volkswagen Special at Costco runs until Jan. 4, 2027.
Shoppers waiting for the Sign-Then-Drive event now have fewer options this year from VW.
