Volkswagen Set To Become ‘More Emotional’ With E-Mobility Roll-Out

One year after the Dieselgate, Volkswagen is rolling out a new brand

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by Brad Anderson

October 3, 2016 at 11:30

One year after the Dieselgate, Volkswagen is rolling out a new brand strategy alongside its future range of electric vehicles.

The new campaign, dubbed ‘Think New’, has been coined to mark the firm’s shift to e-mobility and its determination to become a “more emotional” brand.

Talking to Autocar at the Paris Auto Show with, VW’s sales and marketing boss Jurgen Stackmann said that the German company is determined to keep its huge customer base despite the ongoing emissions scandal.

“We have 40 million customers worldwide and these are our biggest asset. We want to stay warm and close to our customers. We might be making breakthroughs with technology, but we won’t become a cold and technical brand. Think New is not about a fix, but a lighthouse for where we are heading as a brand. VW has always been innovating and changing. The change from Beetle to Golf was significant. The VW Paris show stand features the new image now we are changing to electric vehicles. That’s just as significant.”

The new marketing strategy comes as VW plans to sell 3 million electric vehicles by 2025, starting with the Golf-sized I.D.