The Future of Electric Vehicles in Chattanooga
Discover how Chattanooga's focus on placemaking and tourism helped attract Volkswagen and other major investments, contributing to the city's economic transformation.
Our team met with Emily Mack, President and CEO of the River City Company to talk about the role of the Chattanooga Tourism Co. in downtown placemaking projects and how important destination promotion is in investment attraction decisions.
From the time Volkswagen first announced plans to open its U.S.-based automotive assembly plant in 2008 to today, Chattanooga has played a crucial role in Volkswagen’s journey toward electric mobility. Since 2012, Volkswagen has invested more than $3.5 billion in its Chattanooga operations, employed more than 4,000 individuals, and produced more than one million cars—all while positioning itself to become North America’s Electric Vehicle test hub.
Mack told us that “Volkswagen is a huge success story for Chattanooga”. Chattanooga is Volkswagen’s North American headquarters, and the location of the company has encouraged many executives to come over from Europe; one example is Johan de Nysschen, former CEO of Volkswagen who moved to Chattanooga with his family from Germany, and he and his wife have since become very involved in the community. De Nysschen now chairs the board of directors of the Chattanooga Area Regional Transportation Authority.
Chattanooga's partnership between River City Company and the Chattanooga Tourism Co. demonstrates the symbiotic relationship between destination promotion and investment attraction. By showcasing the city's vibrant cultural scene, outdoor recreation opportunities, and quality of life, Chattanooga has successfully lured not only companies like Volkswagen but also the talent and resources that come with them. This success story serves as an inspiration for other cities seeking to leverage tourism to drive economic growth and create a thriving community.
The Destination Effect is a joint initiative by Destinations International and Tempest. To share your destination's success story, please email join@destinationeffect.com.
