Volkswagen is planning an image offensive, and its "Das Auto" global advertising slogan is an early casualty.
Volkswagen is planning an image offensive, and its "Das Auto" global advertising slogan is an early casualty.
The Economic Times reported: Launched in 2007 under ousted boss Martin Winterkorn, the slogan has had the advantage of simplicity, merely meaning "The Car". However, the German carmaker's leaders, anxious to proclaim a reformed corporate culture, have criticized it as out of step with a company trying to show new-found humility.
A Volkswagen spokesman would not pronounce "Das Auto" dead quite yet, but said it would no longer accompany the famous VW badge in the coming advertising campaign.
Its replacement is hardly radical.
"Wherever our logo appears in future, it will be backed by the new brand slogan 'Volkswagen'," the spokesman said. "The slogan will be rolled out in stages across the world."
The new campaign, discussed last week at a closed-door meeting of 2,000 group managers, is VW's latest attempt to regain the initiative in rebuilding its reputation following a sharp drop in sales in some markets, including the United States and Britain.
Reuters notices: According to a manager who was there, Volkswagen brand chief Herbert Diess described the Winterkorn-era slogan - which could suggest that VW alone can define the modern motor car - as absolutist.
Such an image of regal arrogance ill fits the reality of VW today: a company facing huge costs from recalling and modifying cars to meet emissions regulations, plus likely regulatory fines and a welter of lawsuits.
