Photo: Volkswagen
Following the drop in public image caused by the Dieselgate scandal and the subsequent fines and arrests, Volkswagen is getting ready to give its core brand a new face starting next year.
Back in April, the carmaker said that over the course of next year it will be presenting its new logo sometime in 2019, accompanied by an entirely new approach when it comes to the way in which the brand is presented. On Monday, Volkswagen narrowed down that time frame to spring 2019.
Accompanying the revamped brand design is a new approach when it comes to the marketing efforts Volkswagen will be making in the future. This essentially translates into dropping most of the marketing agencies the brand is working with today.
In the not so distant future, Volkswagen will cancel its contracts with the around 40 agencies it is working with globally and will only do business with only three: Omnicom Group will take care of its image in Europe and South America, WPP in North America and Cheil in China.
For next year, the three agencies will be tasked with making the eighth-generation Golf and the new family of ID electric vehicle popular.
Fueled by the ”increasingly personalized way of addressing customers,” Volkswagen plans to increase the number of films or advertisements five times and improve its marketing efficiency by about 30 percent by 2020.
Part of this reinvention of the brand are the efforts the Germans are currently making to set up an online sales platform for cars.
Expected to become operational in 2020, the new platform will include everything from car selection to contract conclusion, including financing, payment and even used car trade-ins, the only thing left to do for the customer being picking up the car once it arrives.
Volkswagen says it expects 360 million visitors to its global website in 2020, 70 percent more than in 2015.
Back in April, the carmaker said that over the course of next year it will be presenting its new logo sometime in 2019, accompanied by an entirely new approach when it comes to the way in which the brand is presented. On Monday, Volkswagen narrowed down that time frame to spring 2019.
Accompanying the revamped brand design is a new approach when it comes to the marketing efforts Volkswagen will be making in the future. This essentially translates into dropping most of the marketing agencies the brand is working with today.
In the not so distant future, Volkswagen will cancel its contracts with the around 40 agencies it is working with globally and will only do business with only three: Omnicom Group will take care of its image in Europe and South America, WPP in North America and Cheil in China.
For next year, the three agencies will be tasked with making the eighth-generation Golf and the new family of ID electric vehicle popular.
Fueled by the ”increasingly personalized way of addressing customers,” Volkswagen plans to increase the number of films or advertisements five times and improve its marketing efficiency by about 30 percent by 2020.
Part of this reinvention of the brand are the efforts the Germans are currently making to set up an online sales platform for cars.
Expected to become operational in 2020, the new platform will include everything from car selection to contract conclusion, including financing, payment and even used car trade-ins, the only thing left to do for the customer being picking up the car once it arrives.
Volkswagen says it expects 360 million visitors to its global website in 2020, 70 percent more than in 2015.
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