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How Volkswagen Wants The World To Forget Dieselgate

Aug. 25, 2019 9:50 AM ET by Jay Traugott / 6 Comments Could this change do the trick? It may sound hard to believe but it'll be four years ago next month when the whole Dieselgate fiasco was exposed. Volkswagen certainly paid the price, both financially and reputation-wise, and today's the German automaker is rapidly moving towards an electrified lineup. VW's leadership team has also undergone drastic changes and those people running the show very much want to leave the past in the past. Along with new product, VW also has another significant changed planned. Next month at Frankfurt, the Volkswagen Group will not only unveil its all-electric Porsche Taycan and the production version of the ID.3 hatchback, but also a new logo and brand design. This new emblem will symbolize a new era for VW and its strategic transformation to "electric, fully connected and balance sheet carbon-neutral." Volkswagen AG Volkswagen AG Volkswagen AG All three are significant and industry-leading goals. Will competitors follow? They might be forced to. "The IAA in Frankfurt will be a pivotal moment in the strategic reorientation of the Volkswagen brand," Ralf Brandstätter, COO of the VW brand, commented. "The results of our work will become visible with the ID.3 and the new brand design." As for the new logo itself, VW says it will feature "more modern, clearer and simpler." The automaker further adds the redesigned logo will be "reduced to its essential elements and presented with a new design that is flat and two-dimensional." And then there's more: in addition to the new EVs and logo, VW even has a new motto: "New Volkswagen." This will be used in all corporate presentations and customer contracts with the "objective is to create a new 360° customer experience that is modern and fascinating throughout the world and across all channels." Volkswagen AG Volkswagen AG Ingo Barenschee via Volkswagen The automaker further adds its new brand design was not developed by a hired outside marketing agency but rather by a joint internal team consisting of marketing specialists and designers. Input was even taken from all departments within the company. So, when will the new logo rollout begin? A special ceremony will take place at VW's Wolfsburg headquarters in the near future. European dealers will make the switch at that time, followed by China in October. North America, South America, and the rest of the world will change next year. All told, VW will need to replace about 70,000 logos at over 10,000 facilities around the world. Porsche Audi Volkswagen AG Ingo Barenschee via Volkswagen

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