Volkswagen is to shelve its ‘Das Auto’ corporate slogan in the wake of the ‘dieselgate’ emissions scandal that has engulfed the firm in 2015.
Industry title Automotive News reports Volkswagen insiders believe the slogan – which means ‘The Car’, to be inappropriate for a company trying to demonstrate humility to customers.
It was created in 2007 under the leadership of former boss Martin Winterkorn as part of a strategy to make Volkswagen the biggest car manufacturer in the world.
The firm briefly achieved this ambition in 2015 – before the dieselgate emissions cheating scandal erupted and saw sales plummet: recently, registrations have fallen 20 per cent in Britain and are down in other key markets such as the United States.
2,000 group managers were reported to have discussed the Das Auto slogan as part of a planned image regroup for the under-fire brand – managers reportedly believe it demonstrates regal arrogance out of step with the ‘new’ Volkswagen.
The image shift even apparently extended to managers taking off their ties at the pre-Christmas conference last week – “unheard of” in the Winterkorn era.
Volkswagen hasn’t actually decided quite what form the new marketing campaign and slogan will take, but an insider confirmed Das Auto is no more.
The new slogan? Simply, ‘Volkswagen’.