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Volkswagen Cutting ‘Das Auto’ Ad Slogan

German maker continues effort to remake company's image.

by on Dec.28, 2015

Volkswagen is phasing out its "Das Auto" ad slogan as part of its effort to makeover its image in the wake of the diesel emissions scandal.

Volkswagen AG appears to be downing more bites of humble pie as it plans to revise its “Das Auto” advertising slogan to simply “Volkswagen” due to concerns over appearing too arrogant.

The move comes as the German automaker tries to claw its way out of the morass created by its diesel emissions scandal. The company’s public relations arm met with 2,000 senior executives in Germany recently to find ways to improve the company’s profile while debuting the effort it plans to introduce.

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The new campaign doesn’t entirely replace the 8-year-old “Das Auto” slogan, VW executives told Reuters, but it will be the primary tagline. (more…)