Volkswagen is a strong, enduring brand, with a rich history and heritage. This heritage began with the legendary Beetle, which made motoring history in the 1950s by providing affordable transport to millions of people. Since then, Volkswagen cars have successfully become benchmark vehicles in their respective categories – from six generations of Golf, to the beloved Kombi and the amazing Touareg. Likewise, technological advancements such as DSG®, TSI, TDI and BlueMotion have set new standards, illustrating Volkswagen’s innovative nature.
Volkswagen’s brand claim, ‘Das Auto’, unveiled at the Frankfurt Motor Show in September 2007, was implemented by Volkswagen Group South Africa in January 2008. ‘Das Auto’, which literally means ‘The Car’, is a positive and bold brand claim that expresses the company’s ambitious nature. This change marks a crucial milestone in the development of the Volkswagen brand, and underlines the group’s vision for the future to be the most innovative volume brand in the world. Global alignment to the German language claim will uphold and communicate the strength and consistency of the Volkswagen brand throughout the world.
Volkswagen builds people’s cars that set standards and have helped define whole generations’ attitude to living. Volkswagen makes their innovations available to everyone and never stops anticipating tomorrow. ‘Das Auto’ articulates this, and is an enduring long-term brand pledge that will grow and strengthen the brand into the future.
