Report: Volkswagen axes Das Auto slogan

Report: Volkswagen axes Das Auto slogan image

Text: Martin Aguilar / Photos: Volkswagen | posted December 23, 2015 15:17

Volkswagen plans to revamp its image

Volkswagen will be dropping its “Das Auto” slogan as the German company plans to recover from the diesel emissions scandal.

The phrase “Das Auto,” which means “The Car,” has been Volkswagen's global marketing slogan since 2007. In a report by Reuters, Volkswagen will be ditching the said slogan to present the company's “reformed corporate culture.” The slogan is reportedly not in line with the company's more humble mood.

A Volkswagen spokesman told Reuters that the “Das Auto” slogan would no longer accompany the brand's badge in the coming advertising campaign.

"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," the spokesman said.

Volkswagen Das Auto

Reuters added that Volkswagen's decision to drop “Das Auto” was discussed at a closed-door meeting of 2,000 group managers.

One person who was in the meeting told Reuters that Volkswagen brand chief, Herbert Diess, described the slogan as “absolutist” and failed to convey the brand's technological ambitions in areas such as electrically-powered vehicles.

In addition, dropping “Das Auto” is Volkswagen's latest effort to regain its reputation after registering a huge drop in sales in some markets due to the dieselgate scandal.

Source: Reuters