Volkswagen is taking the repercussions of its 2015 diesel scandal to their logical conclusion with a complete company rebranding set to debut at the 2019 International Motor Show Germany in Frankfurt. The automaker announced today that in addition to a new all-electric ID concept car, it will reveal a new logo at the September show.
Here are three takeaways from the announcement:
1. Rebranding Will Come From the Top Down
Literally, that is. The German company says the “New Volkswagen” will be unveiled first by way of the logo adorning the automaker’s high-rise headquarters in Wolfsburg. It didn’t specify exactly when that unveiling would take place, so if you’re in the area, we can’t help you (yet). But given the Frankfurt show’s run is Sept. 12-22, it’s a good bet you’ll find the new logo up there before the first half of the month is out.
2. It’s Not Just About the Logo
VW says the new identity will focus on a younger, more digital-minded audience. An in-house team put the whole thing together in nine months; the result is a “bolder and more colorful” presentation than the current logo, which has remained more or less unchanged since the company was formed in 1937. There will also reportedly be new typography, so those of you who’ve grown attached to VW Utopia may have to find another font to love when the rollout hits the U.S. in early 2020. Taking the sensory experience a step further, VW says it will also have a “sound logo” and a “female voice” in the future, though how and where these will be applied wasn’t immediately clear.
3. ID.3 Isn’t the Third ID, You See
As part penance in the wake of the diesel scandal, VW made a full commitment to electrification in its 10-year strategic plan. It debuted the first all-electric ID concept in 2016 and has been caning the sub-brand ever since with concepts including the I.D. Buzz reimagined Microbus, SUV-coupelike I.D. Crozz, I.D. Vizzion sedan, ID. Buggy and nigh Atlas-like ID. Roomzz SUV. What do we know about the ID.3 so far? Well, virtually nothing — images associated with the rebranding announcement include other ID concepts, but none clearly shows the latest car. All VW says for now is that “the ID.3 will usher in a new era for Volkswagen — electric, fully connected and balance sheet carbon-neutral.” Stay tuned for more as the Frankfurt show draws closer.
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