Germany’s biggest car maker, Volkswagen is embarking on a massive brand change that will include its branches here in Malaysia. The rebranding exercise which is taking place despite the current dour sentiment amidst Covid 19 will see the company focusing more strategies online and digital initiatives.

The “New Volkswagen” brand design which will also take place in Malaysia is built on the “Vibrant Power” ethos its a representation of the brand’s new vision and taking on a new attitude. Focus will be more driven on digital application with bolder visuals.

Not straying too far from its previous design, the new Volkswagen logo, is made to be more modern and simpler with flat two-dimensional design which makes it more digitally adaptable. In place of its iconic brand claim, Volkswagen has also for the first time uses a female voice for its logo sound.

Erik Winter, Managing Director of VPCM said that this introduction represents a new era for the brand. “We have always been digital first here in Malaysia, having pioneered numerous ground-breaking initiatives, from selling our cars on ecommerce sites to launching our digital showroom. In such challenging times, we recognise the need to be even more customer-centric, and to be able to move to the new brand design completes this transformation for us.”

The realignment of Volkswagen’s brand design is one of the world’s largest rebranding campaigns, involving over 171 markets and 10,000 dealerships. In Malaysia, a total of 21 dealerships will be revamped externally and internally in stages, over the course of the next months. The Volkswagen Malaysia website and all its social media channels have been revamped in line with the new brand design.