During the Group’s Media Night in Munich ahead of the IAA 2023 Motor Show, Volkswagen Group CEO Oliver Blume introduced a new direction for the company, emphasizing the significance of design in their future strategy. The event, attended by numerous global journalists, revolved around the theme “Success by Design.” The company is elevating the role of design across various aspects, spanning from corporate identity to products and digital offerings, a departure from the past where brand design was primarily tied to technical development.
To enhance the importance of design within the group, each brand’s design leaders will work in closer collaboration with their respective CEOs moving forward. This approach aims to ensure a comprehensive implementation of design principles that create a unified brand experience across corporate identity, products, and digital offerings, all with a strong focus on satisfying the customer’s needs and enhancing product appeal.
Blume expressed, “Outstanding design is a crucial element in delighting our customers. By refining our design identities, we craft eye-catching products and enhance the distinctiveness of our brands in terms of their exterior, interior, and digital experiences. Volkswagen Group is evolving into a company that places design at the forefront of its operations.”
Building on these refined design principles, each brand has developed its unique design language that translates their brand values into specific and cohesive experiences in interior design, exterior aesthetics, and digital interfaces.