Volkswagen will pursue a brand strategy that’s “more emotional” as it starts to set in place its plans for the future.
Speaking at the Paris Motor Show last week, VW’s sales and marketing head Jurgen Stackmann said that in the wake of the ‘Dieselgate’ scandal, the company would try to reconnect with its buyers.
Stackmann pointed to the warmth felt worldwide for the iconic Volkswagen Beetle, and said that the manufacturer’s recently introduced ‘Think New’ tagline would aim to reinvent its image in the marketplace.
'Won't become cold and technical'
Volkswagen’s new marketing strategy will be built around six key pillars, which include smart sustainability, intuitive usability and connected community.
As well as that, Volkswagen will prioritise safety, modernity and also human excitement, which is where the “emotional” part of its new brand strategy comes in.
Stackmann said: “We want to stay warm and close to our customers. We might be making breakthroughs with technology, but we won’t become a cold and technical brand.”
Shift towards electric vehicles
The ‘Think New’ strategy will also link closely to the marque’s strategic shift towards electric vehicles, matching the imagery of cars like the Beetle and Mk1 Golf with its latest vehicles.
Stackmann added: “VW has always been innovating and changing. The change from Beetle to Golf was significant. Now we are changing to electric vehicles. That’s just as significant.”
