VW killing "Das Auto" slogan following Dieselgate scandal
The Dieselgate casualties continue to pile up but the latest victim isn't car but a slogan.
According to Reuters, Volkswagen will gradually phase out the "Das Auto" advertising phase that originally launched in 2007. While the phase simply means "The Car," Volkswagen executives reportedly found it out of touch with the company's more humble mood.
When asked about the decision, a Volkswagen spokesperson declined to confirm "Das Auto" was dead but acknowledged it will be replaced by a new motto which simply reads "Volkswagen." The spokesperson went on say the simplified message will be "rolled out in stages across the world."
The decision to drop "Das Auto" was reportedly discussed at a meeting of 2,000 group managers last week. One person who was in attendance told Reuters that Dr. Herbert Diess, CEO of the Volkswagen Passenger Cars brand, said the idea Volkswagen could define the automobile was "absolutist" in the wake of the Dieselgate scandal. The manager went on to say the outgoing slogan was "pretentious" and failed to convey the company's desire to be a technological leader.
While Volkswagen is clearly trying to rebuild its image, the company still faces an update hill battle as a claims process is still being developed and authorities still haven't approved a fix for models equipped with the 2.0- and 3.0-liter TDI engines in the United States.
发表于 2015-12-23 16:57
发表于 2015-12-23 19:09
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