Whenever someone mentions the brand Volkswagen, it instantly connects with
target audiences both young and old. The brand is truly iconic with great brand
image and brand personality. It is also the original and best-selling brand of the
Volkswagen Group,
which also owns other famous and high profile automobile
brands including Audi, Bentley, Bugatti, Lamborghini, SEAT, Škoda and Scania.
Volkswagen with its really classic yet cool brand personality has a rich legacy
as a brand made for the people. Its brand name means “People’s Car” in German
and its brand slogan is simply Das Auto (in English, this means “The Car”). And,
up till today, Volkswagen has certainly lived up to its brand image of being
loved by people around the world.
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Volkswagen’s Historic Brand Image |
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Volkswagen was founded before World War 2 in 1937 by the Nazi trade union – the
German Labour Front. It has a colourful history and has survived many
milestones, including its factory in Wolfsburg being a major bomb target! The
brand has associated its brand image for the people at a time when the average
German could rarely afford any cars at all. Volkswagen, as the
“People’s Car”,
was a state-sponsored programme made available to citizens of the Third Reich (or
Nazi Germany) for the price of a small motorcycle.
Created by Dr Ferdinand Porsche, Volkswagen had its distinctive round shape and
unique air-cooled, rear-mounted engine from the start. It was upgraded from the
cars of its time with better fuel efficiency, ease of use and economical repairs
and parts.
The brand did not do well in its early years due to the war. Volkswagen truly only began to
establish its brand image as a cultural icon in 1948. It became the brand
associated with the regeneration of West Germany, contributing to the country’s
economy.
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A Classic And Cool Iconic
Brand Personality |
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The brand also began introducing more automobiles with its unique basic
air-cooled, rear-mounted engine throughout the 1950s to the 1960s. These helped
to strengthen the brand image and brand personality of Volkswagen to overseas
markets including the United States and Canada.
As Volkswagen progressed throughout the years, it also began to revamp its brand
image, moving from production of the Beetle to a
newer generation of cars
including Passat, Scirocco, Golf and Polo. These were all built with Audi
expertise and enabled Volkswagen to move from “People’s Car” to a more upscale
brand image.
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Volkswagen’s involvement in motorsports throughout the world, as well as its
various wins, has also helped to secure its brand image as a brand that provides
great driving experience. In addition, Volkswagen also appeared in numerous movies
including Disney’s The Love Bug
series from 1968 to 2005 as “Herbie”, in
The Transformers series of 1984, in
Cars
of 2006 and more, where its brand
personality truly had a chance to shine. Through its unique and distinctive
design that has endeared it to target audiences around the world, the brand
image of Volkswagen has achieved cult status over the years.
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Enhancing The Future Volkswagen
Brand Image |
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Volkswagen has certainly come a long way... from being a “People’s Car” to
surviving World War 2 and moving into a different upscale segment altogether,
the brand has held on strongly to a unique brand image. And, it continues to
enhance this with better innovation for environmentally-friendly vehicles in
future. The Volkswagen brand is one that constantly upgrades its brand image and
brand personality to suit the times... making it branded and wanted in its brand
image with one-of-a-kind brand personality!
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How do consumers view Volkswagen’s brand image? Click here to find out! |
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continue to read on BRANDchat |
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Disclaimer
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