Volkswagen reassesses brand strategy, rebrands to Voltswagen
Volkswagen has announced a major rebrand. The German automaker is changing the name of subsidiary Volkswagen of America to Voltswagen of America to reflect the growing importance of electric mobility offerings.
Scott Keogh, President and CEO of Voltswagen of America stated: “We have said, from the beginning of our shift to an electric future, that we will build EVs for the millions, not just millionaires. This name change signifies a nod to our past as the peoples’ car and our firm belief that our future is in being the peoples’ electric car.”
As announced on the company’s website, the change which is set to take effect in May will encompass an overhaul to Volkswagen’s brand guidelines and a redesign of the VW.com website. Volkswagen joins other large automakers in reassessing their brand strategies and product line-ups to center more on EVs. The trend is picking up traction as concerns over climate change and demands for companies to take action proliferate. GM Motors and Kia changed their logos; Kia went further by dropping “Motors” from its name to better reflect its business goals and transformation affecting the automotive category.
Kimberley Gardiner, senior vice president of Voltswagen of America’s brand marketing division: “The tone of Voltswagen will be a consistent thread between the branded communications for our growing electric fleet to our gas vehicles. Over the course of the next few months, you will see the brand transition at all consumer touch points.”
Although the announcement has been tagged an April Fool’s marketing prank by Forbes and BBC, Volkwagen is yet to issue an official statement regarding the controversial situation.
Volkswagen’s rebrand builds on other commitments to combat climate change. The company was the first major automaker to support the goals of the Paris Climate Agreement. The switch to Voltswagen reflects the company’s aim to differentiate between its gas-powered and EV lines by preserving its signature dark blue color for the former while rolling out a lighter blue palette for the latter. The brand at the same time is emphasizing the accessibility of its EV products, a possible bid to stand out from pricey rivals that have disrupted the automotive category, namely Tesla.
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