Hot in the heels of the far-reaching “Dieselgate” scandal, Volkswagen is set to drop its “Das Auto” global advertising slogan as part of its image offensive.
According to Reuters, the decision to discard the eight-year-old tagline was made following a closed-door meeting of 2,000 group managers, said to have taken place in Dresden in eastern Germany last week.
The slogan, launched under ousted boss Martin Winterkorn, will be replaced with the word “Volkswagen”. The new campaign is the automaker’s latest attempt in rebuilding its reputation following a sharp drop in sales in the United States and Britain.
“Wherever our logo appears in future, it will be backed by the new brand slogan ‘Volkswagen’,” a company spokesman said. “The slogan will be rolled out in stages across the world.”
Volkswagen brand chief Herbert Diess described the “Das Auto” slogan – which could suggest that automaker alone can define the modern motor car – as “absolutist” and “pretentious”. The Winterkorn-era tagline has had the advantage of simplicity but would not fit the reality of the troubled company today. The old slogan also failed to convey Volkswagen’s technological ambitions in electrically-powered vehicles.
The spokesman also said that while “Das Auto” is not totally dead yet, it would no longer accompany the automaker’s logo in the coming advertising campaign.