VW to have new logo and re-brand itself ‘New Volkswagen’
In the final phase of its attempt to put the ‘Dieselgate’ emission test cheating scandal behind it, Volkswagen says it will use this September’s IAA International Motor Show in Frankfurt, to reveal its new logo and brand design to the world under the motto ‘New Volkswagen’.
The work will include changing 70,000 logos on buildings across the world in one of the largest operations of its type in the industry.
It appears that the new brand will also be applied to VW’s commercial vehicle range.
Linked with the launch of its flagship full-electric ID.3 car, which VW says follows in the history of its icons of the Beetle and Golf, the ID.3 will “usher in a new era for Volkswagen – electric, fully connected and balance sheet carbon-neutral.”
Volkswagen says: “The strategic transformation with a reorientation of content and sustainable products, initiated almost four years ago, is now to become visible with the new brand design.
“All in all, the presentation of the brand is to become significantly younger, more digital and therefore more modern.”
Initially, there will be a formal unveiling of the new logo on the high-rise building at company headquarters in Wolfsburg.
Says Volkswagen: “The changeover is to be implemented in several waves using a cost-optimised, resource-conserving approach.
“Initially, the brand’s locations and dealers in Europe will be changed over, followed by China in October.
“The changeover will then be implemented step-by-step in North and South America as well as the rest of the world from the beginning of 2020.
“All in all, 171 markets will be affected.
“At the more than 10,000 facilities of dealers and service partners throughout the world, about 70,000 logos will be replaced. Volkswagen’s rebranding will therefore be one of the largest operations of this type in the industry worldwide.
Volkswagen says: “With the new brand design, ‘New Volkswagen’ will become visible and perceptible in the design of the vehicles, in customer contacts and in the corporate presentation as a whole.”
Adds Jürgen Stackmann, Sales, Marketing and After-Sales board member, Volkswagen Passenger Cars: ““Volkswagen has taken and implemented bold decisions in almost all areas of its activities.
“The comprehensive rebranding is the logical consequence of our brand’s strategic reorientation.
“I am very proud of what we have achieved: ‘New Volkswagen‘ has a presentation that is powerful, fresh, positive and attractive.”
In contrast to normal industry practice, the new brand design was not developed by external agencies but by a joint team of Volkswagen Design and Marketing in a process taking a record nine months for Volkswagen.
The new brand design is the result of the Transform 2025+ strategy adopted by Volkswagen in the autumn of 2015, when VW admitted deliberately cheating emissions tests using bespoke ‘defeat’ software.
The brand is now preparing for phase 2 of Transform 2025+, the rollout of its e-mobility and digitalization strategy.
This also includes the “fundamental realignment of the company’s communications with its customers.”
Says Volkswagen: “As a manufacturer, Volkswagen will be in a position to communicate direct with the customer for the first time via the networking of the vehicle, dealers and customers in a Volkswagen ecosystem focusing on the customer.
“Volkswagen is being transformed from a pure automaker into a provider of mobility services going beyond the customer’s own car.
“For this purpose, the sales structure of the brand is being fundamentally transformed together with the dealers and marketing is being realigned.”