The name of the all-new Volkswagen Taos was chosen as a homage to the wild and beautiful land around Taos, N.M. To build that relationship beyond the name, Volkswagen has teamed with one of the state’s largest resorts and one of North America’s premier ski and snowboard destinations — the Taos Ski Valley ski resort.
A short drive from Colorado Springs and Denver, the top-rated, ski-in/ski-out mountain hotel and resort features 14 lifts, 110 trails and 1,294 acres of varied terrain, including access to Kachina Peak and Wildy Bowl. With the resort is the Ernie Blake Snowsports School, which offers lessons to skiers and riders of all ages and varying abilities. The ski school has Professional Ski Instructors of America and the American Association of Snowboard Instructors (PSIA-AASI), which is a sponsorship partner of Volkswagen.
“We are super excited that the name of this incredible and gorgeous new vehicle is synonymous with the spectacular place that we live,” Jeff Sherwood, director of resort services at Taos Ski Valley.
The ski resort also operates an airline, Taos Air, which operates public charter flights to Austin, Dallas, San Diego and Los Angeles. However, due to Covid, the airline is currently suspended.
Taos Sky Valley has received third-party certification for its high standards of social and environmental performance. The European-style Alpine resort runs partially on solar power and devotes funds to the clean-up of the Rio Hondo River, which flows from the resort into the Rio Grande. The luxury Blake Hotel, named for Ernie Blake, the German/Swiss ski pioneer who founded Taos Ski Valley in 1955, is also LEED-certified.
All of this draws from the experience thousands of skiers seek out every year. From the top of Kachina Peak, Taos Ski Valley contains several double-black diamond runs that rank among the best expert-level skiing in North America. Its unique geography allows the resort to have deep powder long into the season while providing visitors gorgeous views of the Taos region.
“Taos takes on a new meaning now for Volkswagen, and this collaboration with Taos Ski Valley strengthens our message of bringing SUVs to the American market,” said Duncan Movassaghi, Executive Vice President, Sales and Marketing, Volkswagen of America. “Collaborating with an organization that is as socially and environmentally responsible as Taos Ski Valley is perfectly aligned with our Drive Bigger goals.”
The collaboration between the two like-minded, entities includes shuttle SUVs and loaner vehicles for guests to drive themselves up to the slopes or into town. Additional programming includes on-site VW activations for the greater Taos Ski Valley community, signage and joint digital and social media campaign efforts.
“Every decision we make, we look at it through three lenses: financial, social and environmental,” Sherwood explained. “And, as we talked more and more with Volkswagen, we found out that our principles aligned, and they were on the same path as us.”
Taos was the perfect moniker for the sporty, subcompact SUV crossover, which embodies the same artistic and adventurous spirit and ethos of its namesake city. You can catch the affordable two-row, five-seater on the slopes on American roadways in 2021.