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Volkswagen to ditch its advertising identity ‘Das Auto’

on December 26 2015 | in Rush hour news | by | with Comments Off

Volkswagen is to phase out its “Das Auto” slogan in the wake of the scandal over its diesel emissions cheating device.

Reports say VW believes Das Auto, or “the car”, is too bold for the carmaker, which is seeking to rebuild customer confidence following the discovery of the cheating software in the US in September.

A VW statement said a more modest slogan would appear in its place for future advertising campaigns. “Wherever our logo appears in future, it will be backed by the new brand slogan ‘Volkswagen’,” it said. “The slogan will be rolled out in stages across the world.”

Das Auto has headlined VW for the past eight years, but management ruled on the change in a bid to halt a post-scandal slide in sales, mostly in the US and Britain. Sales in New Zealand have been largely unaffected.

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