Design

Volkswagen begins changing over 70,000 logos as new design arrives in the U.S.

The Volkswagen Atlas Cross wears the new VW badge.

Photo courtesy of Volkswagen AG

Earlier this year, Volkswagen announced that it was rebranding with a fresh logo that mixes together a touch of heritage with a dash of modernism. The successful formula was well-received, unlike BMW's rebranding efforts.

Volkswagen describes the new logo as, "a refreshed, minimalist take on the classic logo, allowing for more flexibility and versatility when it comes to the signature symbol. It's a modern and simpler version of the previous logo, which has identified the brand for over 70 years."

Volkswagen logo 2020 Here, Volkswagen shows the major changes to the logo.Photo courtesy of Volkswagen AG

Like the BMW logo, the new VW design was meant to lead on digital first as the automaker works to move in tandem with the speed of innovation. For that reason, the new logo is flat and two-dimensional in appearance.

The redesign was led by Volkswagen Chief Designer Klaus Bischoff, who said, "My personal drive in this redesign was to make the W float, bringing a new lightness to the Volkswagen brand. Of course, this rebrand also brings Volkswagen into the digital era, transforming our classic logo into a trademark that is easily displayed digitally on devices and applications."

Along with the new logo, a new brand color scheme has been adopted. The bright blue colors of the past have been shifted to a more sophisticated deep blue done.

In 2019, 6.2 million vehicles were built with the old "VW" on their grilles and sales of those vehicles are beginning to wrap up. The new logo is now making its way to U.S. shores, with the first vehicle slated to receive it, the Volkswagen Atlas Cross Sport, arriving at dealerships.

The Atlas Cross is also home to VW's new "R" badging.

By mid-2020, the brand plans to complete the rollout of the rebrand across the 10,000 dealers in 171 markets spanning 154 countries.

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Nuts & Bolts

 
 

Volkswagen has chosen a name for its new SUV.

Photo courtesy of Volkswagen AG

The forthcoming new Volkswagen SUV will be called the Taos after the town in New Mexico. The name was chosen to specifically appeal to North American customers, who are the target market for the SUV, which Will slot below the Tiguan in the VW lineup.

“We're thrilled to announce the name for the newest member of the Volkswagen family," said Hein Schafer, Senior Vice President for Product Marketing and Strategy, Volkswagen of America, Inc. "It was important to choose a name that really embodied the nature of the car and the town of Taos, New Mexico was a perfect fit. It's a small city that offers big things—from outdoor adventure to arts and design and great cuisine."

Taos New Mexico Taos, New Mexico is the namesake for a forthcoming Volkswagen model.Photo courtesy of Volkswagen AG

"We are excited that Volkswagen has named their sport utility vehicle after the town of Taos," said Taos Mayor Dan Barrone. "It's a great opportunity for our community to share its rich history and culture alongside Volkswagen with its unique and rich history and culture."

Taos, New Mexico is a thriving small town of 6,000 people. It has a 400-year history and a 1,000-year-old Native American community just a few miles from the center fo town. Artists and skiers flock to the city, which is noted for its stunning landscapes.

Incidentally, Taos was also home to John Muir, an engineer turned mechanic, and author of "How To Keep Your Volkswagen Alive: A Manual of Step-by-Step procedures for the Compleat Idiot." First published in 1969, and illustrated by local artist Peter Aschwanden, this counter-culture guide to Volkswagen repairs quickly developed a popular following. The book, started in Muir's Taos shop, has helped keep countless VW models running, from Beetles and Buses to Type 3 and Type 4 models.

Volkswagen promises that the new Taos “will offer great value, excellent fuel economy, and great packaging, as well as advanced infotainment and driver-assistance features”.

The 2022 Volkswagen Taos will be revealed on October 13.

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Volkswagen has teamed with its dealerships to offer vehicles for training.

Photo courtesy of Volkswagen AG

Volkswagen donated 12 Atlas SUVs to technical and trade schools across the U.S. The donations are the result of a partnership with local dealers as an element of the company's Drive Bigger initiative.

"These vehicles will be essential in assisting the next generation of Volkswagen technicians to interact with and learn the latest technology that is part of our exciting model lineup" said John Peterson, Director of Fixed Operations." At Volkswagen we strongly believe in investing in the next generation and with our growing model lineup, it's critical we give these young technicians the opportunity to be hands on with our vehicles to help ensure we continue to deliver a high level of customer satisfaction in the future."

New vehicles are a key component to training tomorrow's technicians, especially with rapidly evolving powertrain options and new, more versatile platforms being used by more extensively by automakers across the world.

The donations will allow students to train on Volkswagen vehicles utilizing the VW ODIS software used to diagnose and perform updates. The selected schools will collaborate with local dealerships to provide supplemental assistance and instruction on the donated equipment.

The Northeast Region is the first group of schools to be part of the program. The schools receiving the vehicles and instruction include:

  • Automotive Training Center (Warminster, PA)
  • Cincinnati State Technical and Community College (Cincinnati, OH)
  • Hudson Valley Community College (Troy, NY)
  • Lincoln Technical Institute (Mahwah, NJ)
  • MassBay Community College Automotive Technology Center (Ashland, MA)
  • Medina County Career Center (Medina, OH)
  • Saline High School (Saline, MI)
  • Suffolk County Community College (Centereach, NY)
  • SUNY Canton Automotive Technology (Canton, NY)
In total, 34 dealerships will assist with the program in the northeast.

Volkswagen isn't the only company helping to assist with the eduction of the next generation of technicians. Volvo announced earlier this year that they will be working with dealerships to provide tens of thousands of dollars worth of tools for beginner technicians as well as student loan relief.

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