Volkswagen to unveil their new brand design “New Volkswagen” and their SUV lineup at the 2020 Auto Expo
At the Auto Expo 2020, Volkswagen, Europe’s largest car manufacturer will be celebrating two major announcements – Volkswagen’s SUV offensive and its new brand design. The brand is presenting its new logo and its new brand design to the public under the motto of “New Volkswagen”. It has a presentation that is powerful, fresh, modern, positive and attractive. Our brand objective is to create a 360° customer experience that is intriguing and contemporary across all channels. The brand’s visual language will be very different from that projected by Volkswagen to date.
The symbol and trademark will be the new logo, which will be reduced to its essential elements and presented with a new design that is flat and two-dimensional. The brand design and the logo aim for high flexibility and are intended for digital applications. It will be more modern, clearer and simple. It would also apply to the new brand signals such as pictograms, typography, colors or layouts.
For the first time, the brand will have a female voice in the sound logo, which will replace the former brand claim.
“The new brand design marks the start of a new era for Volkswagen. Globally, the brand has committed itself towards being carbon neutral by 2050. Over the last four years, Volkswagen brand has taken and implemented bold decisions in almost all areas of its activities. This comprehensive rebranding is the logical consequence of our brand’s strategic reorientation. Now is the right time to make the new attitude of our brand, visible to the outside world”, Our aim in the future will not be to show a perfect advertising world but to create an amalgamation of more human, lively and authentic stories through our communication channels” said Steffen Knapp, Director, Volkswagen Passenger Cars India
The international roll-out of the new brand design began at the IAA Frankfurt International Motor Show in September 2019. The starting signal was given by the unveiling of the new logo on the high-rise building at the company’s headquarters in Wolfsburg. The changeover is being implemented in several waves using a cost-optimized, resource-conserving approach. Initially, the brand’s locations and dealers in Europe were changed, followed by China in October 2019. The changeover will then be implemented step-by-step across the world from the beginning of 2020. All in all, 171 markets will be transformed globally. More than 10,000 facilities of dealers and service partners throughout the world, about 70,000 logos will be replaced basis individual market’s roll-out strategy. Volkswagen’s rebranding will therefore be one of the largest operations of this type in the industry world-wide. The new brand design is the result of the Transform 2025+ strategy adopted by Volkswagen in the fall of 2015. The brand is now preparing for phase 2 of Transform 2025+, the roll-out of its e-mobility and digitalization strategy. This also includes the fundamental realignment of the company’s communications with its customers. Volkswagen is being transformed from a pure automaker into a provider of mobility services going beyond the customer’s own car. For this purpose, the sales structure of the brand is being fundamentally transformed together with the dealers.
