Slogan Doctor - Volkswagen: 'das Auto.'

Quality engineering - or just quality marketing?

by John Morrish
Last Updated: 02 Nov 2010
Volkswagen's slogan is as minimal as they come. Two words, and a full stop to add a bit of graphical interest. The slogan came out of Wolfsburg, Volkswagen's international HQ, and was introduced by long-term ad agency DDB and first presented at the 2007 Frankfurt motorshow. Like subsidiary Audi's Vorsprung Durch Technik, it tells you that you are dealing with a German engineering company, with the quality that this implies - and is a lot easier to understand. That said, there are plenty of people - and the slogan is used all over the world - who don't know das auto means simply 'the car'. Except that we are surely meant to read it as The car, using the emphatic, stressed version of the definite article we use when we mean 'the best car'. This is how it appears on Volkswagen's German website: 'Only when a car defines an era, is it The car', it begins, in English, before adding a raft of explanations for why the Volkswagen - contrary to appearances - is more than just a car.

Find this article useful?

Get more great articles like this in your inbox every lunchtime

A new etiquette for video meetings

Virtual calls are not the same as in-person conversations, so we need to change the...

There's opportunity in this recession

A Schumpeterian view of closing businesses.

Is it okay to spy on my staff if I think they're slacking ...

Everything you wanted to know about employee surveillance but were afraid to ask.

The psychology of remote working

In depth: The lockdown has proven that we can make working from home work, but...

A simple cure for impostor syndrome

Opinion: It's time to stop hero-worshipping and start figuring out what greatness looks like to...

I was hired to fix Uber’s toxic culture - and I did. Here’s ...

Harvard’s Frances Frei reveals how you know when your values have gone rotten, and what...