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Volkswagen MY jump-starts retail brand overhaul of 21 dealerships

Volkswagen MY jump-starts retail brand overhaul of 21 dealerships

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Volkswagen Passenger Cars Malaysia (VPCM) is implementing its new branding "New Volkswagen" across the brand and throughout its 21 dealerships within the country. Isabela Pascu, head of marketing at VPCM told A+M that the rebranding was implemented in several stages, beginning in European markets and followed by China last year. The new brand design was launched in North and South American markets earlier this year and is now being rolled out in the rest of the world, including Malaysia.

She explained that the rebranding involves 171 markets and 10,000 dealer facilities. As such, even though the rebranding was introduced in 2019 last year, a project of this scale naturally takes time to complete. There will be no key personnel changes following the rebranding throughout VPCM.

While the scale of the exercise itself is mammoth, Pascu said the intention all along was to keep the cost to dealers as low as possible. Hence, its dealerships will undergo minimal renovations - mainly the installation of the new logo and implementing the use of additional of colours and light play to create a pleasant atmosphere for visitors. There will be no architectural changes to the interior of its dealerships, Pascu added. Due to the current Controlled Movement Control Order, the renovations at its dealerships will happen in stages and is expected to be completed within this year. 

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"This global rebranding was implemented using a cost-optimised, resource-conserving approach. This included having the entire concept developed internally at Volkswagen AG, without external agencies and with the full integration of all departments. The development exercise took a record time of nine months," Pascu said.

According to her, the team in Malaysia has always been digital-first and pioneered several online initiatives, such as its digital showroom. Pascu explained that the new brand design principles of people first, new attitude and digital first will shape the company's future direction in better reaching out and creating a new Volkswagen experience for its customers. She added:

Visually, our creatives will be bolder and more colourful, incorporating a vibrancy that is translated to the way the brand is communicated.

Volkswagen previously described the "New Volkswagen” to represent a departure towards the new Volkswagen world, where digitalisation and connectivity will make customer communications more data-driven, more personalised and much more individual. As part of the rebranding, it also sported a new brand logo, which was reduced to a design that is flat and two-dimensional, allowing a more flexible use while also being recognisable in digital media.

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