Volkswagen’s Re-Branding Strategy in Wake of Dieselgate Focuses on Sex, Crossovers
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April 27, 2017 at 10:20 AM
With oceans of TDI-powered cars sitting in lots awaiting uncertain fates, the foul odor of deception lingering in the air, Volkswagen’s brand image is in worse shape than it has been in decades. But though the company is down, it’s not out — and it’s already fighting to make its comeback. To do so, it will need to rebrand itself and refocus its efforts on new territory.
That’s exactly what the brand is planning to do, according to Vinay Shahani, Senior Vice President of Marketing at VW of America, and Dr. Hendrik Muth, Senior Vice President of Product Marketing and Strategy. AUTOMOBILE sat down with Muth and Shahani during the 2017 New York auto show to learn more about the brand’s efforts at repairing its reputation, including the new product strategy that will be the centerpiece of the effort in North America.
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