Volkswagen says its latest concept, unveiled at the Paris Motor Show, illustrates that it “won’t become a cold and technical brand”.
Jürgen Stackmann, head of sales and marketing at VW, said that the Volkswagen ID concept signals a more emotional brand positioning.
“We have 40 million customers worldwide and these are our biggest asset. We want to stay warm and close to our customers,” he said, according to AutoCar.
“We might be making breakthroughs with technology, but we won’t become a cold and technical brand,” Stackmann promised.
The Wolfsburg automaker recently launched a new advertising effort built around the slogan “Think New” and designed to reposition the brand after the image-tainting diesel emissions scandal.
“‘Think New’ is not about a fix, but a lighthouse for where we are heading as a brand,” said Stackmann.
“VW has always been innovating and changing. The change from Beetle to Golf was significant. The VW Paris show stand features the new image. Now we are changing to electric vehicles. That’s just as significant.”
