The new visual language of the brand will be very different from that presented by Volkswagen to date – it will be bolder and more colourful. The focus will be on people. Volkswagen will no longer concentrate on perfectionism in vehicle photography. In the future, the main objective will be to present realistic situations that customers can identify with.
As in the case of the vehicle, light will also play a key role in communications. Light is the new chromium. In the future, the logo will be illuminated, on the vehicle, at the brand locations and at the dealerships. At the dealerships too, the logo, the moving frame and light will play a key role, with a view to creating a pleasant atmosphere. In architectural terms, there will be no change to the interior of the dealerships.
For several decades, Volkswagen has used a male voice to present its vehicles and for advertising purposes. The brand is now to become female. On almost all markets, a woman with a warm, pleasant and confident voice will speak for Volkswagen.