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Volkswagen to phase out ‘Das Auto’ slogan to rebuild its image post dieselgate

VW Das Auto tagline to be phased out

Majority of the top officials feel that the Das Auto tagline doesn’t portray humility.

Volkswagen Group, especially Volkswagen as a passenger car brand, is facing a hugely challenging task of mending its image that has been heavily tarnished by the dieselgate. One of the early steps in this process is to do away with the ‘Das Auto’ slogan which was introduced in 2007 under the reign of former CEO Martin Winterkorn who left the company soon after the emission scandal surfaced.

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The new brand campaign will highlight the brand’s humility rather than pride.

At the closed door VW Group annual pre-Christmas meeting at Dresden, the top officials looked for a tagline which would portray humility rather than the sense of pride that is associated with Das Auto (means The Car). A VW spokesman stated that, wherever the logo appears in the future it will be simply underlined by ‘Volkswagen’. The change in image strategy will be implemented throughout the world in a phased manner.

The company which was leading the global auto sales for the first 6 months of 2015 is now experiencing sharp decline in sales in primary markets like the US and UK in addition to facing several legal troubles. That’s not all, the company is working on to fix all the affected cars and this could potentially drain its financial resources. It’s being said that, VW Group could be forced to sell a few of its prestigious marques like Lamborghini, Bentley, Ducati, etc., to raise financial capital.

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About the author

Nithyanandh Karuppaswamy

Winner of national level automotive quiz competitions, Nithyanandh aka Nithz jumped into the blogosphere right after gaining a degree in Mechanical Engineering. Love for automobiles and an even greater drive to share his knowledge with the automotive community, Nithz is Deputy Editor at RushLane.

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