Volkswagen's reputation, and that of the entire German automotive industry, has been irreparably damaged. As a result of the TDI diesel engine scandal—known as Dieselgate—the company has decided to retire its iconic slogan "Das Auto."
Most people recognize the famous advertising slogan "Das Auto," which has appeared in Volkswagen campaigns since
2007. It appears that we may soon no longer hear this distinctive voice.
Volkswagen intends to say goodbye to its slogan and significantly simplify its advertising message. According to
Reuters, this decision was made following a meeting of
2000 managers last week.
What’s wrong with the simple phrase "Das Auto" (which translates as "the car")? It’s now associated with negative perceptions. Of course, this is due to the scandal involving illegal software installed to artificially lower harmful emissions during testing. Volkswagen executives believe that in the current context, the slogan may come across as arrogant to customers and would be perceived very negatively. Hence, the decision to change the
advertising strategy.
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Summary
Volkswagen crisis forces brand to change advertising strategy
Volkswagen is retiring its slogan "Das Auto," which has been featured in its advertising since 2007. The decision followed a meeting of 2000 managers and is linked to the Dieselgate scandal—the installation of illegal software to lower emissions during tests. Internally, the company believes the slogan now sounds arrogant and would be poorly received by customers.
This is another indication that the reputational crisis extends beyond legal and technical issues, forcing changes in brand marketing communication. Volkswagen plans to simplify its advertising message.
