Volkswagen Middle East has introduced the Arabic Art Project, an innovative campaign designed to engage Arabic-speaking audiences through a unique fusion of art, culture, and automotive excellence. The initiative centers around the creation of a bespoke Arabic typeface, inspired by the Golf GTI and developed in collaboration with renowned typographer Wael Morcos.
The custom-designed font seeks to reflect the heritage and modernity of the Arabic language, aligning with Volkswagen’s commitment to cultural appreciation and innovation. To bring this artistic vision to life, the company staged a visually striking demonstration—professional driver Ben Menzie skillfully carved the newly designed Arabic script into the sands of Al Qudra Desert using a Golf GTI.
Madlen Gruschka, Marketing Manager at Volkswagen Middle East, elaborated on the campaign’s strategic vision, emphasizing the brand’s dedication to creativity and cultural relevance. 
“The idea of combining the artistry of Arabic typography with the dynamic performance of the Golf GTI emerged from our desire to create something that celebrates our brand’s history and resonates deeply with our audience in the region. Collaborating with Wael Morcos has been an inspiring 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.”
The campaign has resonated strongly with Volkswagen enthusiasts, including Volkswagen Club member Abdullah Bakr, who underscored its cultural significance.
“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.”
By drawing a connection between the precision of Arabic typography and automotive engineering, Volkswagen’s campaign not only celebrates the intricate beauty of Arabic script but also reaffirms the company’s commitment to cultural diversity and artistic innovation.
