Volkswagen’s Brand Strategy: Finally, Something That Makes Some Sense


Volkswagen brand chief Herbert Diess presented his plan for the next ten years, and for the first time in many years, I saw something that wasn’t a collection of platitudes and fluff. The press conference took place in Volkswagen’s “Markenhochhaus,” the totally rebuilt brick tower at the Wolfsburg factory, and only a few sentences into the presentation, when Diess talked of a “diesel crisis” instead of the euphemistic “diesel issue,” it became clear that it isn’t just the building that has seen a total revamp.

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