Scarred by a public relations thrashing over its “Dieselgate” scandal over the past few months – and yes it has not ended yet – Volkswagen is planning to drop “Das Auto” in their global advertising slogan.
Launched in 2007 under ousted boss Martin Winterkorn, the slogan has had the advantage of simplicity, merely meaning “The Car”. However, Volkswagen executives reportedly found it out of touch with the company’s new image of more humble persona.
Although the “Das Auto” slogan isn’t dead quite yet as of writing, it would be no longer accompany the famous VW badge in the coming advertising campaign. Instead, “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 decision to drop the “Das Auto” slogan was recently discussed at a closed-door meeting of 2,000 group managers. It is Volkswagen’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.
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.
Volkswagen needed to show humility and the slogan ‘Das Auto’ was pretentious. The old slogan also failed to convey VW’s technological ambitions in areas such as electrically-powered vehicles, said one of the manager, requesting anonymity.
Source: Reuters
