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VW to ditch 'pretentious' Winterkorn-era slogan Das Auto

Its leaders, anxious to proclaim a reformed corporate culture, have criticised it as out of step with a company trying to show new-found humility
Thursday, December 24, 2015 - 05:50
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Volkswagen brand chief Herbert Diess with the new Tiguan GTE plug-in hybrid crossover model recently. He was said to have described the Winterkorn-era slogan - which could suggest that VW alone can define the modern motor car - as absolutist.

Berlin

SCARRED by a public relations thrashing over its "Dieselgate" scandal, Volkswagen is planning an image offensive, and its "Das Auto" global advertising slogan is an early casualty.

Launched in 2007 under ousted boss Martin Winterkorn, the slogan has had the advantage of