New Brand Claim for Volkswagen

Volkswagen is building on its heritage and strengthening its positioning as the world’s most innovative high volume brand with a new brand claim, ‘Volkswagen. Das Auto.’ which means ‘The Car’ in German.  The new statement gives more clarity to the Volkswagen brand and captures the history from its various models such as the Beetle and the Golf, reflecting the standards in quality and reliability that Volkswagen has set in every class and embodying the innovative technologies that Volkswagen has revolutionised.
Based around the notion that a strong vision is what makes companies successful, Das Auto is a strong and enduring brand pledge giving Volkswagen a positive charge and expressing its ambitious nature.  Das Auto is also a reflection of the Volkswagen brand values: innovative, valuable and responsible.  Volkswagen is a pioneer in innovative technologies and makes them accessible to everyone. That’s why green innovations and highly advanced drive systems such as TDI and TSI are brought to life in every Volkswagen.  Whether it’s sustainable environmental protection, research into new production technologies or masterminding forward-thinking drive concepts that cut consumption – Volkswagen takes responsibility towards the world we live in seriously.
When it comes to innovative milestones, Volkswagen has made history with its models, accompanying many people through life.  Today and in the future, the company has set new benchmarks and made groundbreaking technology something that everyone can enjoy.
Consider the Volkswagen Beetle, which defined an era. No car epitomises the evolution of the automobile or shaped the sixties and seventies like the Volkswagen Beetle, becoming a way of life for millions of people who owed their previously unknown mobility to the legendary car. Its inimitable form and unbroken charm make it an undisputed cult car to this day – whether as the original or New Beetle.
The Volkswagen van. There is surely no other car that encapsulates the Summer of Love and newfound freedom of the years that followed more than the Volkswagen van. To this day, the different generations of this intrepid transporter are still to be found wherever you go.
Volkswagen heralded a new chapter in its enterprising story with the Golf. The Volkswagen Golf has been produced – and fêted as an icon – since 1974.  Thanks to its values – affordable for everyone and perfectly suited for everyday use, it quickly became a worthy successor to the legendary Beetle.  Since then, the Golf has reached its fifth generation and well over 25 million cars have been produced.  The model, not only a car category of its own, was appropriately named – Generation Golf.
Elaborating on the new brand claim, Professor Dr. Martin Winterkorn, Chairman of the Board of Management of Volkswagen AG and the Volkswagen brand, stated, “Manufacturing such products beneath the same roof, we can justly claim: We are Das Auto (The Car).  We offer compact cars as well as commercial trucks.  We want to express that Volkswagen is a generic term such as ‘Tempo’ and Coco-Cola.”
He continued, “The goal is for the Volkswagen brand to become the most innovative high-volume manufacturer offering the best quality in the respective classes.”
Whether the past, present and future – Volkswagen is Das Auto.