Popemobile Product Placement

German-born Pope Benedict XVI will be getting a new Popemobile from Volkswagen based on the Touareg.

With the construction of the Touareg Popemobile, Volkswagen will join the ranks of GM, Fiat, Peugeot, Renault, Toyota and Mercedes-Benz, all manufacturers which have made vehicles for the Pope over the past two decades. From the papacys early beginnings, Popes have usually been presented with some of the finest vehicles on earth. Pope Pius XI favored Isotta Fraschini limousines, while his successor, Pius XII had several Cadillacs built, including one with an adjustable throne. Other world-class vehicles include the famed 1964 Lincoln Continental four-door convertible, a Chrysler Imperial, and a number of top-of-the-line Mercedes-Benz limousines.

In comparison, Pope John Paul II took a different approach to the Popemobile. With the exception of his personal vehicle, a long-wheelbase Lancia sedan based on the Dialagos concept, his touring vehicles have primarily been white-colored SUVs. When he visited Toronto for World Youth Days in 2002, he used a Mercedes-Benz G-Class and ML430, while on his first trip to England, his ride was the Land Rover Range Rover.

Automotive experts point to this as a well-orchestrated product placement for Volkswagen.

Expected to make its debut this August at the 2005 World Youth Days in Cologne, Germany, this will be a unique, one-off converted Touareg, customized and built especially for the Popes visit. Interestingly, this news has a slight German cultural twist to it – a German SUV, a German event, and of course, the German Pope. A carefully coordinated match-up, or a coincidence? Heaven only knows.

One car buff thinks the Popemobile should have been ordered from Ferrari’s prancing horse stable. But the former Cardinal Ratzinger was happy to go with Volkswagen since his last VW increased in value.