Why did Volkswagen abandon "Das Auto"

"Das Auto" was formulated by martin winterkorn, former CEO of Volkswagen, in 2007. Translated into English, this slogan means "The Car", which means that Volkswagen is the representative of the car. Wendeng once said confidently: "Only an enterprise like Audi AG, which can concentrate many brands and products under its command, has the right to claim to have mastered the true meaning of the car and become a symbol of the car."

In September this year, Volkswagen was exposed that the emission data of its various diesel models were seriously falsified and suffered a crisis of confidence, so martin winterkorn was forced to resign. This misnomer slogan created by him will now be terminated.

According to Reuters, Herbert Diess, CEO of Volkswagen passenger car brand, is not very satisfied with the slogan "Das Auto". He believes that "Dasauto" implies that only one Volkswagen passenger car brand can define contemporary cars, which is too absolute. "Although Volkswagen has many brands, it is not the first in many fields, such as electric vehicles.

Muller, the new president of the group, hopes that the public can have a new start and face the public with a more humble and low-key image. If we want to reform corporate culture, this slogan of "self-righteousness" will naturally become a new target.