At the start of the 2019 International Motor Show (IAA) in Frankfurt, the Volkswagen brand presented its new logo and brand design. This world premiere marks the start of a new era for Volkswagen, accompanied by the presentation of the full-electric ID.3 at the same time. The realignment of Volkswagen’s brand design is one of the world’s largest rebranding campaigns. Here we explain the guiding principles of “New Volkswagen” and provide answers to the most important questions.
What is the essence of New Volkswagen?
Over the past few years, Volkswagen has accomplished a fundamental realignment. The future of the brand is electric, fully networked and has a neutral carbon balance. Volkswagen is assuming responsibility for the protection of the climate. The fundamental requirements are the targets of the Paris Agreement. By 2050 at the latest, the brand intends to have a neutral carbon balance – with its vehicles and as a company in general. E-mobility is the new lead technology that Volkswagen intends to make affordable for millions of people.
With the ID. family, Volkswagen will become the world’s most sustainable volume automobile brand. By 2025, the brand intends to be the global no. 1, with more than 20 electric models and 1 million electric vehicles sold. Finally, all Volkswagen models are to become fully connected smart devices, mobile service providers and living rooms. With the “Volkswagen We” digital ecosystem, the brand will take its customers’ world into the car – with the best user experience and a wide variety of mobility services that will make life easier and be enjoyable. On this basis, the brand is transferring its claim to a new era: also in the electric, digital age, Volkswagen will enable individual mobility for millions of customers throughout the world – affordable, sustainable, reliable and fascinating.
Volkswagen is in the process of transformation into New Volkswagen. Volkswagen has always aimed to make mobility and technology accessible to as many people as possible. “With the Beetle, Volkswagen created individual mobility for everyone and then democratized new technologies with the Golf,” says Ralf Brandstätter, Chief Operating Officer (COO) of the Volkswagen brand. “With the ID.3, we aim to make zero-emission mobility attractive to all customers.”
Volkswagen is evolving from a pure automaker into a provider of modern mobility services and smart devices that will make customers’ everyday lives easier and more enjoyable. For this purpose, the brand has reorganized its marketing communications structure, made it leaner and grouped it together in regions. This way, it will be possible to see and experience the transformation of the company equally clearly throughout the world.