Volkswagen will be ditching its “Das Auto” slogan as a part of a new strategy to help with the public relations recovery after the diesel emissions scandal.
The German phrase, which simply translates into The Car, has been used in global marketing campaigns since 2007. The move to axe the slogan reflects how the automaker is changing its corporate structure and culture to be more transparent.
As Volkswagen is rebuilding its image, the company hasn’t revealed a new slogan yet, but has decided that a new slogan will focus on the brand’s new sense of humility. A VW executive said that the Das Auto slogan cane across as pretentious and said nothing about the company’s technological ambitions.
Volkswagen has suffered a sharp sales drop and will begin fixing the affected diesel cars in the new year.
[Source: Automotive News]