Volkswagen AG plans to change the namesake VW brand’s logo for the first time since 2012, as it prepares for the electric vehicle (EV) era and perhaps as an attempt to start afresh after the diesel-cheating scandal.
The new logo will be unveiled next year, in time for the German carmaker’s plans for a rollout of electric vehicles, Jochen Sengpiehl, the brand’s chief marketing officer, said Monday at a press briefing in Berlin.
“The brand is not in good shape compared to previous years,” as the marque lost some of its emotional appeal by trying to be “too German,” said Sengpiehl. “It’s not only because of the diesel scandal.”
VW will also expand the use of digital and social media to more finely tune its marketing, especially as it seeks to convince skeptical consumers to switch to battery-powered vehicles.
The goal is to make VW more approachable and less stiff as well as highlight innovations to justify a higher price tag for the brand’s vehicles, according to Sengpiehl, who rejoined Volkswagen in September after a stint with rival Hyundai Motor Co.
Volkswagen is inviting communications and advertising agencies to pitch for its creative business in the coming months. The company plans to set up marketing hubs in its main regions that can tailor messages and react more quickly to changes.
“The big challenge is: How do we get people into the electric world,” said Sengpiehl. “We want people to have fun with us. We need to get more colourful.”