Volkswagen slams brakes on top level domain

The company is terminating its contracdt for .volkswagen.

Picture of a Volkswagen car in the garage
Volkswagen doesn’t need .volkswagen to market its cars, such as the ID.X. Photo courtesy Volkswagen.

Volkswagen Group of America Inc. is cancelling its top level domain name, .volkswagen.

The automaker informed ICANN that it hasn’t put the domain name to use and does not need it. It came to this conclusion seven years after the string was delegated.

Volkswagen’s Chinese subsidiary also got a dot-brand top level domain name, but it canceled the contract for that domain in 2021.

The carmaker joins a growing list of companies that have recently canceled dot-brand top level domain names, including CBS, Ferrero, Tiffany, and Northwestern Mutual.

Consultants claim that many brand owners are interested in applying in the next round of top level domains, which will open for applications in 2026 or later. But given the lackluster track record of companies that obtained these domains a decade ago, I have my doubts.

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