After what is likely to go down in history as one of the most significant automotive scandals of all time, it's become evident that Volkswagen has A LOT of work to do to save face. This means the company is going to have start, essentially, all over again.
One of the first places this is apparent is with its public relations and communications department. This means that the company has to take the big bath, own up to its deception and rebrand the organization to attempt to move forward on an all-new foot. It's at least taken care of owning up to its faults, now comes the rebranding.
The first step in doing so is removing the slogan "Das Auto" that has accompanied the company's logo in recent years. It's a bit bold given the company's latest happenings, no? Arrogance doesn't tend to do too well after you've been caught lying.
According to reports, VW will be switching to the VW logo and then simply "Volkswagen" for its slogan. Not saying much, it's clear the company is about to get conservative with its next PR push.
Having said that, we're just a wee bit curious: IF you were in charge of Volkswagen, how would YOU rebrand the company? Do YOU have a slogan that's better? Would you take a different approach to move on from dieselgate?
Scarred by a public relations thrashing over its "Dieselgate" scandal, Volkswagen is planning an image offensive, and its "Das Auto" global advertising slogan is an early casualty.
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.
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