Volkswagen Passenger Cars Malaysia revealed today in a video conference its new brand design and logo to lead the company’s fresh new vision and attitude.
Just like what BMW has done to theirs recently, Volkswagen has also opted for a rebranding exercise of sorts, not just to align the company’s brand image on a global scale but also to be more relevant in the digital scene. Volkswagen says the new logo is also aimed at appealing to the younger and upcoming generation of car buyers. Looking at it, their intentions couldn’t be any clearer.
“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,” said Volkswagen.
The new logo now projects a more modern and simpler appearance that’s flat, two-dimensional and more digitally adaptable. Along with the latest evolution of the iconic logo, Volkswagen now has a sound logo by a female voice – one that’s definitely more approachable and inviting compared to the coarse, manly voice used currently.
VPCM, Managing Director, Erik Winter said, “This introduction represents a new era for the brand. “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.”
As mentioned earlier, this new initiative is also a realignment of the Volkswagen brand design – one of the world’s largest rebranding campaigns – involving over 171 markets and 10,000 dealerships. In Malaysia, a total of 21 dealerships will be revamped externally and internally in stages, over the next months and is expect to be completed by the end of 2020.
VPCM said that the first Volkswagen in Malaysia to bear the new logo would be the Mk 8 Golf but also highlighted that they’re not expecting it to arrive by this year.
In the same video conference, VPCM said the new Passat R-Line will be launched “very soon” without specifying a date although it’s safe to assume that the new car, based on the Passat Elegance launched at the end of last year, would still be bear the old logo.