Volkswagen Will Deactivate Das Auto Slogan More Humble Low-Key

Speaking of Volkswagen, believe many people can think of "Das Auto" tagline. However, according to foreign media reports, in order to rebuild the brand image in the "discharge gate", to show humble low-key side, Volkswagen will be phased out this slogan on global scale. In test, all the Volkswagen cars are can still use VAS 5054A to diagnosis all the system.

Speaking of Volkswagen, believe many people can think of "Das Auto" tagline. However, according to foreign media reports, in order to rebuild the brand image in the "discharge gate", to show humble low-key side, Volkswagen will be phased out this slogan on global scale.

It is reported that in the latest advertising film recorded by Volkswagen, closing credits only appear Volkswagen brand LOGO, the familiar "Das Auto" tagline did not occur, which is seen as the first step for Volkswagen to disable the tagline. In this regard, Volkswagen official confirmation, it will phased out this tagline, and it will not appear in future Volkswagen advertising film. About the new tagline, Volkswagen official can not be revealed, but the new tagline will be phased implemented on global scale.

● "Das Auto" History

The promoter of "Das Auto" is Volkswagen former CEO Martin Winterkorn step down because of "discharge gate", this tagline in English means "The Car", translated into Chinese is simple "car"  (also can be understood to "this is the car"). As to why direct use "car" as tagline, Winterkorn said: "Only the Volkswagen Group that can focused many brands and products enterprise, are entitled claim to grasp the essence of the car, became a symbol of the car."

● Why disable "Das Auto"

Volkswagen replaced this former boss created tagline, is one step to reshape the brand image. Media reports, Volkswagen Passenger Cars brand CEO Herbert Diess are not satisfied with "Das Auto" slogan, he thought: "'Das Auto' implies that only one  Volkswagen Passenger Cars brand can give contemporary car definition, would be too absolute and absolutism". Volkswagen internal executives also said:" Volkswagen need to show humble low-key side in the advertising film, rather than arrogant side. In addition, Volkswagen in electric vehicles and other areas did not do the lead position, so can not afford the heavy reputation of car symbol.

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