The reveal of the all-electric ID concept marked the start of a new era for Volkswagen, where sustainability and excitement rank top

Volkswagen's Paris motor show display reveals a “more emotional” brand strategy that's set to influence its future business decisions.

The campaign will be built around a fresh advertising catchphrase — ‘Think New’ — and is intended to relaunch VW one year after the Dieselgate scandal blew up. Signalling a new, more emotional brand positioning, sales and marketing boss Jürgen Stackmann promised VW would reconnect with its vast customer base and refocus on its heartland of the global middle class.

He said: “We have 40 million customers worldwide and these are our biggest asset. We want to stay warm and close to our customers. We might be making breakthroughs with technology, but we won’t become a cold and technical brand.”

The ‘Think New’ tag line will be linked to VW’s strategic shift towards electric vehicles, starting with its recently revealed ID, and matched to imagery of the Beetle and Golf Mk1.

“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.”

Stackmann wants to exploit the warmth felt for VW’s back catalogue — the Beetle in Germany, Mexico and Brazil, the Transporter in the US and the Passat in China.

In Europe, ‘Generation Golf’ — the European middle class that grew up in the 1970s, 1980s and 1990s with VW’s iconic hatchback — will be part of a new brand pillar, ‘Moving People’.

VW is building its new marketing strategy around six new ‘customer promises’: smart sustainability, human excitement, intuitive usability, connected community, always up to date and safe choice.

VW’s marketing department has been working on the strategy since late last year, when Stackmann moved over from Seat as VW’s new sales and marketing boss, a job he previously held in 2012.

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3 October 2016
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3 October 2016
Stackmann: "We want to stay warm and close to our customers. We might be making breakthroughs with technology, but we won’t become a cold and technical brand.” You might conclude that paying off the Americans whilst leaving customers in the EU (where the fraud started) without any compensation, is cold hearted and calculated.

3 October 2016
Volkswagen's customer service department may be dragging its heels, but at least the marketing department has been busy. It amazes me how companies like VW and Ford spend decades establishing themselves as a brand, then suddenly want the world to view them differently. Maybe it would be easier to just relaunch the company as a new brand?

3 October 2016
Is this because, logically and rationally, their customers might perceive them to be cheating, lying criminals?

3 October 2016
Is this because, logically and rationally, their customers might perceive them to be cheating, lying criminals?

3 October 2016
Unless you live in the U.K. Customer service and giving your customers what they want, not telling your customers they can't have what everyone else can (certain models or specs) and pretending you care about your customers, but really not caring two hoots about them or what they want.

Lying about what you've done and refusing to treat customers the same way as you treat US customers, all the time telling everyone you will always be upfront and honest, but failing to do what you set out to do. And then pestering your customers with calls and emails, asking "how did we do?" when you don't address the issues and questions concerned.

Vw.i.e is tiny compared to Vw.u.k and yet, customer service is vastly superior and they will bend over backwards to give its customers what they want, even if it has to be a special factory order.

3 October 2016
Being more humble would be a good start and CEO Muller's recent photos suggest that the VW has finally got the hint.

3 October 2016
We are looking forward to VW future but still have anxiety regarding future electrogate.

3 October 2016
This looks like a generically futuristic version of the previous generation Toyota Auris. What emotions are VW hoping to conjure up I wonder? Despair?

3 October 2016
need one say any more.

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