VW To Become ‘Less German’, Introduce New Logo Next Year

Volkswagen is undergoing an assortment of changes and the company’s Chief Marketing Officer has revealed the automaker will become less German in an attempt to broaden its appeal.

Speaking earlier today in Berlin, Jochen Sengpiehl said “The brand is not in good shape compared to previous years” and part of this is because the company was trying to be “too German.” Sengpiehl notes this, alongside the dieselgate scandal, has made Volkswagen models less appealing.

Bloomberg reports Sengpiehl went on to say “We need to get more colorful” as “we want people to have fun with us.”

As part of the company’s mission to become more consumer-oriented, the automaker will embrace social media and digital advertising. Volkswagen will also use the two platforms to promote its technology and electric vehicles. Sengpiehl says highlighting these aspects will help to justify Volkswagen’s higher price tags.

In order to fine tune their message, Volkswagen will reportedly setup dedicated marketing hubs in major markets. The goal of these hubs is to tailor the company’s message to specific markets and quickly reaction to changing conditions.

The hubs will also likely play a key role in the company’s plan to launch an assortment of electric vehicles over the next few years. While sales of electric vehicles have been increasing, they still only represent a small fraction of the overall market. Volkswagen is planning to launch production versions of the ID, ID Buzz, ID Crozz concepts so marketing will play a huge role in conceiving consumers to go electric.

In related news, Sengpiehl confirmed Volkswagen will introduce a new logo next year. Little is known about the logo but Sengpiehl said it will be updated to better work on cars and smartphone displays. That’s not much to go on but the publication notes the logo was last changed in 2012 when it was given a more three dimensional appearance.

  • Dr Strangefingger

    OMG, how many more VW articles per day can you fit on this website? The VW pimpin is strong with this one!

    • CADOX

      I’am not sure where you’re getting at with this one. VW is one of the biggest auto group on the planet and they just fired their CEO so obviously they’re going to be heavily featured on a car website.

      • Moveon Libtards

        So said the VW fanboy/ shill/ CS blogger.

    • Moveon Libtards

      This site gets paid by VW. Never-ending VW articles just like Tesla.

  • CJKnox
  • john1168

    The Arteon is the best looking car to come from VW in a long time. That being said, if VW wants their cars to be more exciting, they should stop with the boring, cheap looking and conservative styling. A new logo won’t change anything. It’s funny, KIA has the opposite problem. They make the Stinger and everyone wants them to put a new logo on it but VW thinks the new logo will change things for them…

    • Holden Ute

      Especially in the US market, if they want to make a real impact. Lowkey really want the SWB Tiguan

      • Nordschleife

        agreed, save for the Arteon, the SWB Tiguan and the new Toureag are missed opportunities in the states.

        • Holden Ute

          Its crazy to think they couldn’t justify selling the T-Roc in the US. I’m no CUV kind of person but even I know that’s not a smart move. Instead we get an Americanized Atlas, Passat, Jetta and LWB Tiguan that look like they were designed by uninterested halfhearted depressed designers and it shows. They need a generally consistent lineup across all their markets in my opinion

      • bd0007

        For the US market, VW is going the “cheap and cheerful” approach.

        • Holden Ute

          Cheerful my ass

  • Yeah that will go down well…they have done this already in the US…cheap & discontented krap…

  • Six_Tymes

    Good idea to get peoples minds off of “diesel gate”

  • LJ

    It’ll be the same logo, just with a flat design a la Audi.

  • Autoexperte

    Is a monkey the new logo?

  • Enter Ranting

    More fun than gassing innocent primates? That’s a low bar.

  • Christian Wimmer
    • Phoenix

      Haha! And I own a VW. Good one.

      • Christian Wimmer

        I drive a BMW but I am not opposed to owning as VW. The current Golf Wagon 1.4 seems like a great, practical ride. 🙂

    • diesel_vdub

      Love it! I’d so put that on my car if I still had a VW.

  • MarketAndChurch

    They just need the right products, such as getting more suv’s to market faster, and bringing out more performance hybrids. Electric vehicles won’t save them in the near future unless they’re performance vehicles.

  • “Less German” so stop making overly engineered, reliable products?

    • dumblikeyou2

      haha. reliable.

  • klowik

    VW should should try different styling instead like Kia does.

  • ME

    Less-German? Look What Merkel DId To Germany, that POS.

  • Six Thousand Times

    Yeah, throw away an iconic logo. There’s a great idea!

  • Vassilis

    Interesting…

  • DGC

    That is stupid! Isn’t the VW logo recognized as much as Coke-Cola is around the entire planet? Or re-phrase…. It is one of the most recognized logos in the world.

  • Finkployd
  • Abayomi Olasehinde

    I like to involve in marketing in broad sense so that I sell electric and other cars to my customers.

  • TB

    That is such a bad idea. The reason the company doesn’t look all that great right now is because of the whole MPG reporting issue from a few years back. It’s only recently been settled and of course they are going to feel an impact for a bit profit wise. Their logo is iconic and it will do nothing but hurt them in both short and log term. Also the thought of being “less German” is beyond foolish and makes ZERO sense. You don’t see BMW or MB doing it. Does this mean Porsche is going to change too??

    Who’s stupid idea is this??

  • Holden Ute

    So that’s where they went!

  • Loquacious Borborygmus

    It’s VW’s metaphorical sweeping of the trash under the rug.
    That’ll work! No one can see it anymore!

  • LESS GERMAN? IT’S APPEAL IS THAT IT’S AN AFFORDABLE GERMAN BRAND. A NEW LOGO TO LOOK GOOD ON SMARTPHONES SOUNDS LAME.

  • Andy

    VW’s a mess. US brand image is in the pits post diesel-gate. In europe, every single brand cannibilizes one another. why buy a golf when you can buy a leon.

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