Volkswagen retailers across the globe will set about replacing the brand’s logo at 10,000 car showrooms and service partners as part of a new corporate identity for the German brand.
A new, 2D logo has been designed for the OEM as part of a new branding campaign which will also include the adoption of brighter colours and a female voice to project a “warm, pleasant and confident” feel for vehicle presentations in all marketing content.
Volkswagen’s new digital-first marketing approach was developed by 19 internal design and marketing teams, and 17 external agencies, according to a feature published by Marketing Week.
Speaking to the publication, VW’s chief marketing officer and member of the brand’s board of management responsible for sales, marketing and aftersales, Jochen Sengpiehl, said: “We have created a new holistic global brand experience on all channels and across all touchpoints.
“As a general principle, the aim in future will not be to show a perfect advertising world. In our presentation, we want to become more human and more lively, to adopt the customer’s perspective to a greater extent and to tell authentic stories.”
The Volkswagen brand’s new marketing materials and visuals are set to adopt a bolder and more colourful appearance as part of the changes announced this week.
The shift comes with a promise to “focus more on people than products”, according to Marketing Week’s report.
The car marque is also introducing a sound logo, rather than a brand claim, that will be used across its communication, it said.
Volkswagen’s new marketing direction and CI demands will involve replacing around 70,000 logos across the globe with the change process starting in Europe ahead of a projected global completion by the middle of 2020.
Stackmann told Marketing Week: “The new brand design marks the start of the new era for Volkswagen.
“By formulating new content and with new products, the brand is undergoing a fundamental transformation towards a future with a neutral emission balance for everyone. Now is the right time to make the new attitude of our brand visible to the outside world.”
Volkswagen’s re-branding was interpreted by Marketing Week as another step in the manufacturer’s efforts to move-on from its links with the dieselgate scandal.
The ID3 promises a zero-emissions range of over 200 miles at the price of a Golf, while the e-Up claims a 160-mile range and a starting price expected to be in the region of £23,000.
VW’s is aiming to sell one million electric cars per year by 2025 with a range of ID branded vehicles in the pipeline, including a lager ID 4 and the classic Vee Dub camper-based ID Crozz.