Volkswagen to drop the 'Das Auto' tagline

Volkswagen is facing the tough task of essentially giving itself a brand rebirth after the 'dieselgate' scandal. While the automaker will face a massive financial burden over the years to come, the brand's 'Das Auto' tagline may be a part of the collateral damage.

Translated, 'Das Auto' means 'The Car'. In a show of corporate humility, executives at Volkswagen have considered dropping the tagline from future promotional activities. A Volkswagen spokesperson said the tagline may not be dead just yet, but it won't accompany the VW badge in an upcoming advertising campaign. The removal of the tagline would only be a symbolic move of course, but it could be seen as a stepping stone to an outright brand image revamp.

The company had recently announced a fix for the defeat device used in the EA 189 TDI engines that displace 1.6L and 2.0L. While corrective measures are being implemented, the company is facing several penalties and lawsuits from private owners and government bodies alike. Additionally, the logistical and financial burden of recalling cars globally will see the brand fighting to improve its perception for the years to come, while maintaining its solvency.

Source: Reuters