Iconic German automaker Volkswagen is changing its logo.
To be unveiled sometime in 2019, the brand shift marks a departure from its diesel-emissions scandal and entry into the vehicle electrification space, with admissions from one company official the brand is not what it was a few years ago.
"The brand is not in good shape compared to previous years," as the marque lost some of its emotional appeal by trying to be "too German," said Volkswagen chief marketing officer Jochen Sengpiehl at a Berlin press briefing. "It's not only because of the diesel scandal."
Per Sengpiehl, Volkswagen's logo will be revised to making it "more colorful", "more approachable" and "less stiff," with inroads made to advertising agencies to draft image campaigns over the next year, including a rethinking of its digital and social media marketing efforts in convincing drivers to shift to hybrid vehicles.
"The big challenge is: How do we get people into the electric world," added Sengpiehl. "We want people to have fun with us. We need to get more colorful."
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