Right now, change is the strategy at Volkswagen Group. As it moves past dieselgate, the automaker plans to offer an electrified version of all 300 or so of its models by 2030. Leading the charge will be Herbert Diess, the company’s newly elected CEO. Now, we learn another part of the company’s revival, albeit a smaller part, will involve changing the logo of its namesake brand.
The Volkswagen brand will debut a new logo next year, reports Bloomberg. Jochen Sengpiehl, VW’s chief marketing officer, says the logo must help the brand appear more approachable. It must also signify the car’s technological innovations that will help VW command higher prices for vehicles in the future. In the coming months, advertising and communication agencies will pitch ideas for the new badge that will be key to shaping VW’s image in a new era of electromobility.
“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 colorful.” Sengpiehl also said, “the brand is not in good shape compared to previous years,” losing much of its emotional appeal by trying to be “too German.”
Volkswagen last changed its logo in 2012. But even after the update, it still looks quite similar to the one VW rolled out in 2000, just slightly more three-dimensional. Given that VW’s new EVs represent a significant departure in design from the current lineup, we wouldn’t be surprised if the change was a little more noticeable this time around.
Globally, VW will roll out an electric I.D. hatchback in 2020 followed by an electric SUV, modern interpretation of the microbus, and sedan. The automaker is also making a big push into autonomous driving, as it plans to introduce a fully driverless feature on its cars starting from 2025.
Source: Bloomberg
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