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Interbrand names Volkswagen’s Amarok


Hamburg, August 5, 2009 – The verbal identity experts from Interbrand have named the Amarok, Volkswagen’s first commercial pickup truck scheduled for worldwide release in 2010.

The word Amarok means "arctic wolf" and is taken from the language of the Inuit people of northern Canada and Greenland. The Inuit consider the wolf to be the king of the wilderness. A symbol of power, ruggedness, endurance, and predominance, Amarok excellently fits the character of the 5.20-meter long impressive pickup.

Volkswagen sought Interbrand’s competencies to develop a name that was usable internationally, both to trademark and for linguistic coherency. "We succeeded in developing an animal name that fits the car and was available for worldwide trademark, as animals always have clear associations with definitive characteristics,” explains Stefanie Roshop, who led the project at Interbrand. “Apart from the actual meaning, the name’s tonality also gives an impression of strength and tenacity.”

The associations continue: The name alludes to Volkswagen’s headquarters in Wolfsburg. In romance languages, Amarok can be also understood to mean a person who loves rocks. "How much more can a name say “off-road”?", added Roshop.

The Amarok will carry the same name worldwide, and will be sold in more markets than previous Volkswagen models.


About Interbrand
Founded in 1974, Interbrand is recognized for being at the forefront of the dialogue on brands and practice of building brands as business assets. Today, Interbrand is among the largest brand consultancies and has grown to include 36 offices in 25 countries. The combination of rigorous strategy and analytics with world-class design creativity help its clients to create and manage brand value in all market dynamics. It is widely respected for its annual study, The Best Global Brands, and for creating a broader platform for the discussion of brands on the Webby-award winning For more on Interbrand, visit

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