At the Frankfurt Motorshow last year, Volkswagen unveiled a new design of the brand logo which has a history back to 1939. Built on the ‘Vibrant Power’ ethos, the ‘New Volkswagen’ is a representation of the brand’s fresh new vision and new attitude.
One of the world’s largest rebranding campaigns, the international roll-out of the new brand design has been taking place progressively since last year and in total, about 70,000 logos at some 10,000 dealerships in 171 markets in 154 countries will be replaced. Locally, Volkswagen Passenger Cars Malaysia (VPCM) today announced that authorised dealerships and other facilities are now undergoing the change.
With a strong focus on digital application and human elements, the new visual language is remarkably different from that presented by Volkswagen previously. All visuals are bolder and more colourful, incorporating a vibrancy that is translated to the way the brand is communicated. This also applies to the new brand symbols such as pictograms, typography, colours or layout guidelines.
The symbol and trademark for this change is the new Volkswagen logo which is more modern and simpler. The logo has been reduced to its essential elements and presented as a design that is flat and two-dimensional, and more digitally adaptable. In place of its iconic brand claim, Volkswagen for the first time ever has a sound logo represented by a female voice.
“We have always been digital first here in Malaysia, having pioneered numerous ground-breaking initiatives, from selling our cars on ecommerce sites to launching our digital showroom. In such challenging times, we recognise the need to be even more customer-centric, and to be able to move to the new brand design completes this transformation for us. The principles of ‘people first, ‘new attitude’ and ‘digital first’ will shape our future direction in better reaching out and creating a new Volkswagen experience for our customers,” Erik Winter, Managing Director of VPCM, said.
In Malaysia, a total of 21 dealerships will be revamped externally and internally in stages, over the coming months. The Volkswagen Malaysia website and all its social media channels have also been revamped in line with the new brand design.
The website now features a simpler user navigation and accessibility for both desktop and mobile, with comprehensive information on the model range, sales and aftersales offerings, test drive bookings, dealer network information, and a stories and newsroom section.
During the online press briefing today, Mr. Winter also mentioned that the company will be adding the Passat R-Line and Arteon R-Line to its range during 2020. He also said that for the safety of customers, all dealerships have initiated contactless processes for sales and aftersales services. These include invoice preparation, cashless payments and pick-up of vehicles at service centres.
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