Finally, Volkswagen is also presenting a new face to the outside world: “2019 is the year of “New Volkswagen”. The comprehensive rebranding is the logical consequence of this strategic reorientation. A new era is now beginning for the brand,” says Jürgen Stackmann, Member of the Volkswagen Passenger Cars Board of Management responsible for Sales, Marketing and After-Sales. The rebranding also represents a tremendous opportunity to allow customers throughout the world to experience Volkswagen as a strong new brand, “New Volkswagen”. “New Volkswagen” represents a departure towards the new Volkswagen world, where digitalization and connectivity will make customer communications more data-driven, more personalized and much more individual. For the new brand design, the design and visual language, the corporate identity and the communication style have been entirely revised. These main principles are playing a key role in the process:
People first. All activities are to be focused even more strongly on Volkswagen customers.
Digital first. Digital media are to become the key points of contact with the customer.
New attitude. The new brand design expresses the new attitude of Volkswagen: human, open, inviting, transparent, responsible and authentic.
Brand differentiation. The new brand design is to make the differences between Volkswagen and its competitors clear and perceptible.
Total brand experience. Thanks to 360° communication, Volkswagen will provide the same experience across all touch points, irrespective of where the customer is located.
Global brand governance. Whether in China or in South America, Volkswagen will once again have a uniform presentation throughout the world. The new brand design will function both for our MQB and for our MEB vehicles.
How was the new brand design created?
The inner transformation of the brand, its vision and its new attitude are also presented to the outside world by the new brand design. The strategic foundations for the new brand design were not laid by external agencies but by a joint team of Volkswagen Design and Marketing headed by Chief Marketing Officer (CMO) Jochen Sengpiehl and Chief Designer Klaus Bischoff. The design was implemented with the full integration of all departments of the company in the record time of nine months using a powerhouse concept developed by Volkswagen especially for this purpose.
The short development time was possible because everyone concerned reached agreement on a bold approach to the new brand design at an early stage. The working title was “Vibrant Power”. The idea was to make the brand more human and more lively instead of showing a perfect advertising world, to adopt the perspective of the customer to a greater extent and tell authentic stories. “We aim to make people’s lives brighter with our products,” says Jochen Sengpiehl. “Many people develop a close relationship with Volkswagen and even give their vehicles names. We want to convey this natural approach with its emotional ties.”