We need a more humble communication with car buyers after the exhaust scandal. That realization has reached Volkswagen’s management and thus can not be as cross-confident and cocky anymore – making the “Das Auto” disappears from advertising.
To be confident is seen positively by most people. But somewhere there is a fine line where the confident attitude falling over to be cocky and arrogant instead.
Perhaps Volkswagen has crossed the border after the autumn exhaust scandal. The motto “Das Auto” – that always end the Volkswagen commercials – now has a different meaning after the revelation that millions of diesel cars run with illegal software in their motor control. There are also countless jokes on the web where different people kidding with Volkswagen’s confident attitude as the only car manufacturer with the ability to define what a car is.
Marketing needed and Volkswagen have not cut on it in the fall, rather the opposite, since it had several important launches. The offensive will continue, but “Das Auto” is not likely to be of particularly long. According to information that emerged from last week’s management meeting in Dresden, where 2,000 leaders from around the VW group gathered, it is a more humble profile that will characterize future message to consumers. Volkswagen usually have a similar collection before the holidays every year, but this year’s conference had naturally a completely different meaning.
The motto “Das Auto” was launched in 2007 and was part of CEO Martin Winterkorn Korn’s ambition is to make Volkswagen the biggest, best and most profitable in the automotive industry by 2018. But in Dresden declared brand manager Herbert Diess that “Das Auto” indicates arrogance. Completely wrong given that it failed to meet US emission regulations and instead chose to cheat, even if it is still unclear how widespread the knowledge of this cheating was.
Herbert Diess acquired BMW this summer and may look at both Volkswagen and it has happened in the fall with “fresh eyes”. Nowadays he is part of a management which largely consists of new people after the autumn comprehensive reorganization. 2016 will be the year when this leadership must show what it can do and deliver results. Although autumn exhaust scandal given moderate impact on sales, confidence to be rebuilt. Time to roll up your sleeves and throw the tie, as it did in Dresden
Volkswagen do right if they abolishes “Das Auto”:
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