J Balvin and his Rayo: Volkswagen Boosts the New Wave of Latin Music with a 1997 Gol

The global superstar and his Vibra en Alta Foundation team up with Volkswagen to celebrate culture and determination, using a nostalgic VW Gol as a symbol of success.

Volkswagen of America has announced a pioneering collaboration with global superstar J Balvin and his Vibra en Alta Foundation. The goal of this partnership is to create a supportive platform that celebrates emerging Latin musical talent in the United States. Together, J Balvin and Volkswagen will give visibility to three rising artists: Cami Sanabria, Vibarco, and Samur. They will be provided with essential resources, including video production and opportunities to connect with a broader audience.

At the heart of this inspiring collaboration lies J Balvin’s cherished 1997 Volkswagen Gol. This model, affectionately nicknamed “Rayo” (Lightning), symbolizes the artist’s journey. During his early days, J Balvin drove his VW across Colombia to attend his first recording sessions and performances. The car was a faithful companion, as well as a powerful symbol of determination, helping him reach the peak of his dream.

A Custom GTI at the Los Angeles Auto Show

Today, J Balvin uses Rayo to transmit that same spirit of perseverance to a new generation of creators. The collaboration with the Vibra en Alta Foundation seeks to boost Latin talent and promote a new era of representation in music. As part of this initiative, Rayo will be the central visual element in the production of exclusive music videos for each artist.

The essence of this 1997 Gol will also have a modern representation in the motor world. A custom Golf GTI, directly inspired by Rayo, will make its public debut at the 2025 Los Angeles Auto Show. Rachael Zaluzec, Senior Vice President of Brand Marketing at Volkswagen, highlighted the strength of the owner community. She affirmed that J Balvin’s love for his VW and his commitment embody the brand’s spirit of creativity and individuality. The Foundation, established in 2022, supports the personal and professional development of young people through access to opportunities.