New times are ahead of the German car producer – Volkswagen. As Bloomberg reports, the company plans to tweak the namesake VW brand’s logo for the first time since 2012, as it prepares for the electric-car era. VW’s logo, last tweaked six years ago with a more three-dimensional look, has changed only modestly since the manufacturer’s resurrection after World War II.
Within companies, rebranding usually occurs at three distinct levels – corporate and business units and product levels. In addition, rebranding can describe three different events, namely, (1) name change, (2) the changing in the brand aesthetics (color palette, logo, etc.), and/or (3) repositioning whereas not all changes at all stages/events are a necessity for the rebranding. The main drivers for corporate rebranding are mergers and acquisitions, spin-offs and demergers, private to public ownership, diversification and divestment, internationalization and localization, outdated image, erosion of market position, reputation problems legal regulation, crises/catastrophes (Muzellec et al. 2003; Jantunen et al. 2009).
According to Jochen Sengpiehl, Head of Marketing of the Volkswagen Passenger Cars brand, the new logo will be unveiled next year, when German carmaker’s plans for an aggressive rollout of electric vehicles, Bloomberg reports. As Sengpiehl furthermore accentuates, the goal is to make VW more approachable and less stiff as well as highlight innovations to justify a higher price tag for the brand’s vehicles. Sengpiehl also mentioned that VW will be using digital and social media to market its products, indicating that its new target audience for electric cars could very well be the ‘Millennials’ and those who’ve lived their lives in the digital age. However, the change may be seen not only as a marker of the new business direction and desirable image change where the company is focusing on advancing itself through electromobility, rather as an additional attempt to burnish an image tarnished by the diesel-cheating scandal.