JOHANNESBURG, South Africa – VW, in a bid to reinvigorate the brand in time for a new era of mobility, unveiled its new logo and brand design at the 2019 Frankfurt Motor Show.
Jürgen Stackmann, VW board member for sales, marketing and after-sales. Told The Corner in a media release: ”The new brand design marks the start of an era for VW. By formulating new content and with new products the brand is undergoing a fundamental transformation towards a future with a neutral emission balance for everybody.
”Now is the time to make the new attitude of our brand visible to the world.”
VW wants to be innovative, connected, authentic and more digital to create an holistic customer experience around the world. VW’s chief designer, Klaus Bischoff, played a key role in the development of the new corporate identity.
“In the new brand design,” he explained, ”we’ve created an authentic communications platform for the emotional presentation of e-mobility. We’re showing the Volkswagen of the future under the motto of ’digital first‘ and ’no filter’.”
The change will be implemented in phases throughout the world from the end of 2019 to 171 markets and more than 10 000 dealers and service partners over the next two years.
NEW PRIMARY COLOURS
VWSA’s sales and marketing boss Mike Glendinning said: “The new brand design will come with vehicles that are more connected to market needs than ever before – which is why VW invested in a comprehensive revamp of every part of the brand.”
The new image, the automaker says, retains VW’s two primary colours – dark blue and light blue on a white background – but is simpler and clearer.
Jochen Sengpiehl, VW’s chief marketing officer, explained: “We’ve created a new holistic global brand experience on all channels. As a general principle, we want to become more human and more lively, to tell authentic stories.”
COMING WITH THE T-CROSS
The Volkswagen brand will have a female and a South African voice in the future. The first of which can be seen in the new T-Cross TV commercial which will start flighting on September 21 2019.
In South Africa, the new branding will be launched in conjunction with VW’s first compact SUV – the T-Cross – at a T-Cross customer event over September 21/22 at Montecasino in Johannesburg.