Volkswagen Planning Image Makeover

Volkswagen has decided to stop using its popular slogan, “Das Auto”, with the logo. As per the company spokesperson, the automaker will drop the phrase for its next advertising campaign. “Das Auto” slogan, simply meaning as “The Car”, was introduced in 2007 and since then accompanied the carmaker’s logo almost everywhere. "Wherever our logo appears in future, it will be backed by a new brand slogan 'Volkswagen’. The slogan will be rolled out in stages across the world," elaborated the spokesman.

The “Image Makeover”, as some of us would like to call it, comes in the backdrop of the recent “Dieselgate” scandal in which the German carmaker got embroiled. The scandal was regarding cheating the emission tests conducted by regulatory authorities all over the world and was first caught in the US. It was initially detected by five scientists present at West Virginia University who were conducting live road tests on diesel cars. VW car engines were found rigged so that they perform better in the NOx test conducted in the North American country.

The effects of this scandal were catastrophic for the automaker as it had to recall 11 million cars sold all over the world. Of these 11 million cars, approximately 4.8 lac were sold in the US (between 2008 and 2015) and the carmaker is expected to face a fine of up to $18 billion, observing the stringent norms followed there. Martin Winterkorn (ex-CEO of the company), who is credited for launching the “Das Auto” slogan, resigned in the aftermath of the scandal.

While it has claimed full responsibility for the cheat, experts say that Volkswagen is now trying to shape events as per its public relation policy. Removing the slogan, which stood for simplicity, might help the company achieve its aim, which is ultimately regaining people’s trust. The company has not yet clarified about the future of the slogan.

Also Read: Volkswagen Gets Solutions Ratified for Dieselgate Scandal

Source: Reuters