Volkswagen which simply means People's Automobile in German, has been using ‘Das Auto’ (translated as The Car) as its slogan for years. Now, however, VW is looking at revamping its image and communication and will stop using the ‘Das Auto’ tagline across all its markets including India beginning 2016. VW had introduced the Das Auto tagline in 2007 to establish itself as ‘the car company’ making its intentions of world domination clear.
The idea behind this shift now is for Volkswagen to be seen and perceived as more than just a people’s car company. Volkswagen today is present in a number of different segments and the new tagline and communication will be developed to highlight this aspect. The new tagline will be announced across different markets in a phased manner with the India introduction scheduled for January 2016. This change in tagline might also affect related undertakings like the in-house digital magazine called Das Auto and VW’s used car property Das WeltAuto.
Volkswagen, as many would be aware, has been courting controversy with regards to emissions across the globe. The company had been caught cheating in the emission test cycle, which delivered lesser emissions and higher fuel economy, when tested on a dyno compared to the real world. This was made possible by using a cheat software that came into effect the moment the car detected it was being run on a dyno. Volkswagen has since issued a massive recall – besides firing some of its top executives – and is also taking corrective measurements on all cars that are already on the road. In India, however, Volkswagen wasn’t found guilty of cheating. But, as a gesture VW has decided to upgrade its lineup anyways.
The change in tagline also reflects Volkswagen’s change in plans (and top management), and of course its intentions about being the number one car company in the world. The new tagline, we expect, will focus on building back trust for the brand, something VW is now battling with thanks to the emission controversy.