Volkswagen will be phasing out its “Das Auto” advertising slogan as part of a rebranding exercise to shift its image into a more positive light. According to Reuters, change is in order to realign the company’s appearance with its “new-found humility” in the wake of its dieselgate scandal.
Introduced in 2007 under former CEO Martin Winterkorn, “Das Auto” simply translates to “The Car.” Reuters reports that the slogan will no longer appear on the brand’s future advertising campaigns, with a new slogan set to replace it. That slogan will plainly be, “Volkswagen.”
A company spokesperson explained that, “wherever our logo appears in future, it will be backed by the new brand slogan. The slogan will be rolled out in stages across the world.”
The decision was said to have been reached at a closed-door meeting of some 2,000 group managers that was held last week. The exercise is said to be Volkswagen’s latest attempt at recovering a positive image for itself following a decline in sales in several markets.
A source who attended the special meeting claimed that Herbert Diess, Volkswagen’s brand chief, said that the Das Auto slogan suggested that Volkswagen alone was capable of defining what the modern vehicle is. The arrogant position is clearly not something Volkswagen wants to be associated with these days.
The source revealed to Reuters that Volkswagen needed to show humility and that the current slogan was “pretentious,” and “failed to convey Volkswagen’s technological ambitions.”
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The car. That cheats millions of people
A better slogan will be “Das Rotten Auto”
May I suggest change it to ‘Dust Auto’.
How about “Dust bin”?
Even my son proton saga has better RV than this lousy sausage. Work hard so you can own 4 Lexus just like me. I am buying another 3 Lexus in year to come.
Always consider the Chinese pronunciation first. They have the most dialects in the world.
No way.. low class..
Das penipu scammer.
Das check engine light.
Ooh … that is so sweet and humble.
Our local brand uses “Das ist Perfeckt” to show their prowess.
Pity. They do make good cars but they dont handle issues very well. All car makers have problems but some handle things better than others.
Clearly you are not an owner
Clearly you’ve not owned many models throughout the last 3 decades to judge their real legacy?
VW long term reliability is poor according to tradeinqualityindex.com. See also truedelta.com. VW/Audi illegal diesel emissions have killed and injured thousands worldwide. VW is a big, rich company with $91B cash on hand. It has committed a major environmental crime and deserves to have the book thrown at it.
Das charge me here and there, even for valid warranty claim. So desperate!
There are so many car brands to choose from.
new one is Das Dustbin!
Visit Workshop should be vw slogan
Das problematic auto.
Das DSG problem, Das VW customer service sucks
Das VW lied to the world
Das tak malu??
Rebranding your slogan from Das Auto to whatever slogan you like, problems still remain unchanged! Maybe you can named it as “VW your trusted Towing Auto”
In India “Das Auto” translates to Ten Autorickshaws.
So true, it creates the pollution levels of TEN Autorickshaws!
They were telling us the truth along.
Hahaha.. after years of arrogance, now they wanted to be humble? Even they themselves wouldnt believe this desperate marketing gimmick.
And lots of ‘proud’ owners wont agree too as buying into the arrogance is part of the owning factor.
I’m not sure you guys comments are constructive. The topic is about the brand changing slogan looking towards changing of image. Of course VW have been a bad names but I think you guys are judgmental. I have faced issues with my car but It works fine now and I’m actually quite happy with it. Of course engine lights comes on and tells you something is not right rather than driving my old car which have its piston exploded due to overheating back in 2009. So far so good on my Jetta and seriously gave me a good time overall. 3 years now and I always believe VW is going to improve as we go along. I would rather comment constructively rather than whining and pointing fingers and make jokes out of the brand. Its kind of immature to say bad things about a brand. I give a thumbs down to all those negative people out there which you were classified as pest. TQ
Lol..i noticed too. They r juz typical working class driving myvi n secretly envying those bmws audi merc vw their boss drive. Become jealous after years gone by they still cant afford it. Then get angrier when scolded by their boss on their incompetence. Enjoy your car. At least its not p1 or p2 or the the common japs.