Volkswagen is presenting two world premieres at its home Motor Show, the Frankfurt Motor Show. The two world premieres, the full-electric ID.3 in Concept stage and a new branding preposition entitled“New Volkswagen”.
The ID. 3 is still in its infancy and not ready to go on sale anytime soon. As the first model of the new ID. Family, the iD. 2 follows the Beetle and the Golf to introduce the third major chapter of strategic importance for the history of the brand.
New Volkswagen: What’s it about
With the new brand design, “New Volkswagen” will become visible and perceptible in the design of the vehicles. The objective is to create a new 360° customer experience that is modern and fascinating throughout the world and across all channels.
In contrast to normal practice in the industry, the new brand design was not developed by external agencies but by a joint team of Volkswagen Design and Marketing.
The new branding will not only be bolder and more colorful but will also be digitally oriented from the brand logo through to the world of images. The brand’s visual language will be very different from that projected by Volkswagen to date. In future, the focus will no longer be so much on the car as on people’s lives and mobility experiences.
The symbol and trademark will be the new logo. This will be more modern, clearer and simpler. The logo will be reduced to its essential elements and presented with a new design that is flat and two-dimensional. It will allow more flexible use and will be outstandingly recognizable in digital media. This also applies to the new brand signals such as pictograms, typography, colors or layouts. For the first time, the brand will have a sound logo, which will replace the former brand claim. In addition, the Volkswagen brand will have a female voice in the future.
After its introduction at the show, the implementation will take place in several waves using a cost-optimized, resource-conserving approach. Initially, the brand’s locations and dealers in Europe will be changed over, followed by China in October. The changeover will then be implemented step-by-step in North and South America as well as the rest of the world from the beginning of 2020. All in all, 171 markets will be affected. At the more than 10,000 facilities of dealers and service partners throughout the world, about 70,000 logos will be replaced. Volkswagen’s rebranding will therefore be one of the largest operations of this type in the industry world-wide.
Volkswagen’s brand transformation
The new brand design is the result of the Transform 2025+ strategy adopted by Volkswagen in the fall of 2015. The brand is now preparing for phase 2 of Transform 2025+, the roll-out of its e-mobility and digitalization strategy. Volkswagen is being transformed from a pure automaker into a provider of mobility services.