Volkswagen Ice Driving
Volkswagen Canada, Volkswagen of America, Volkswagen Mexico
February 2026
St. Alexis-des-Monts, QC
FEL and Hotel Sacacomie hosted the 2026 Volkswagen Ice Driving programs, with the first media drive of the 2027 Atlas Prototype and the reward program for Volkswagen Canada’s 2026 Wolfsburg Crest Club, celebrating the top 15 dealers in Canada.
Volkswagen of America, Volkswagen Canada and Volkswagen Mexico brought media guests for a private and highly secure first drive of the new 2027 Atlas Prototype, ahead of the world debut at the New York Auto Show.
Following the media drive, Volkswagen Canada hosted the winners of the 2026 Wolfsburg Crest Club. Over three nights and two days, dealer representatives and their guests enjoyed premium hospitality – winter activities, spa appointments, food & beverage and ice driving instruction and competitions.
FEL constructed a private and purpose-built ice driving facility spanning over 2 km of groomed ice surface, the venue featured six distinct driving zones, allowing Volkswagen to showcase vehicle dynamics of the
2027 Atlas Prototype and the current model Golf R in a controlled, high-performance environment.
Off ice, the temperature-controlled Pavilion provided premium hospitality to guests including endless non-alcoholic beverages, snacks, and live coverage of the Winter Olympics. Guests of the WOBCC program were also provided shuttles on demand to travel back and forth between the ice and hotel.
In their time away from the vehicles, guests of both programs enjoyed premium food and beverage service as well as activities including snowmobiling, dog sledding and spa services.