VW has decided to drop its ‘’Das Auto’’ slogan from its new campaign as it faces a tough task of creating a better image. The troubled car company is trying to refresh its image following the emissions scandal.
The slogan, which simply translates to ‘The Car’, was launched in 2007 under former chief executive Martin Winterkorn, however the German auto company’s leaders are eager to show a reformed corporate culture and wanted to change the slogan which it saw as against its goals.
Chief Executive Martin Winterkorn
A Volkswagen spokesman confirmed that the slogan would no longer accompany the famous VW badge in future advertising campaigns.
The spokesman said, “Wherever our logo appears in future, it will be backed by the new brand slogan ‘Volkswagen’”. “The slogan will be rolled out in stages across the world.”
Reports from the meeting say that Volkswagen brand Chief Herbert Diess described the slogan as absolutist while other managers are understood to have agreed that it appeared pretentious.
Chief Herbert
Volkwagen’s flagship Audi division has reined in its spending plans for 2016 in the wake of the scandal over rigging emissions tests. The German car giant also said on Monday it would be delaying the construction of a new wind tunnel.
