VW to tweak logo for elec­tric- car era

Business Standard - - WORLD -

Volk­swa­gen AG plans to tweak the name­sake VW brand’s logo for the first time since 2012, as it pre­pares for the elec­tric-car era and tries to bur­nish an im­age tar­nished by the diesel-cheat­ing scan­dal.

The new logo will be un­veiled next year, in time for the Ger­man car­maker’s plans for an ag­gres­sive roll­out of elec­tric ve­hi­cles, Jochen Seng­piehl, the brand’s chief mar­ket­ing officer, said Mon­day at a press brief­ing in Ber­lin. In a sign of the times, it’ll be up­dated to work on car fronts as well as smart­phone screens, he said. VW’s em­blem, last tweaked six years ago with a more three-di­men­sional look, has changed only mod­estly since the man­u­fac­turer’s res­ur­rec­tion af­ter World War II.

“The brand is not in good shape com­pared to pre­vi­ous years,” as the mar­que lost some of its emo­tional ap­peal by try­ing to be “too Ger­man,” said Seng­piehl. “It’s not only be­cause of the diesel scan­dal.”

VW will also ex­pand the use of dig­i­tal and so­cial me­dia to more finely tune its mar­ket­ing, es­pe­cially as it seeks to con­vince skep­ti­cal con­sumers to switch to bat­tery-pow­ered ve­hi­cles. Giv­ing the brand a fresher im­age is key to mak­ing good on Volk­swa­gen’s ^20 bil­lion ($25 bil­lion) push into elec­tric cars.

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