What does dasauto mean?
1 Answers
DasAuto originates from Volkswagen.DasAuto., which is just an advertising slogan meaning "This is the car." Volkswagen.DasAuto. is a German phrase; Volkswagen is the trademark of the car manufacturer. "DasAuto" was an advertising slogan for Volkswagen in 2007, formulated by the former CEO Martin Winterkorn. At the time, Winterkorn explained that a company like Volkswagen, which integrates many car brands and products under one brand, naturally has the right to claim that it is the true inheritor of the automotive manufacturing heritage. With this new slogan, Volkswagen also wanted to convey that, just as Tempo is synonymous with tissues and Coca-Cola with cola, VW is the symbol of cars. Therefore, starting in 2007, DasAuto became the closing line for Volkswagen's TV commercials and appeared like a logo in all of the company's advertising publications, including newspapers, magazines, and all online web pages. However, due to various reasons, Volkswagen discontinued the use of this slogan on December 23, 2015. The official statement from Volkswagen was that this global advertising slogan, launched in 2007, would gradually phase out and no longer be used in global marketing. The gradual discontinuation strategy was adopted to align with the current strategic adjustments. Herbert Diess, CEO of the Volkswagen Passenger Cars brand, stated that the future driving experience and feelings would become more important, and "DasAuto" could no longer adapt to future developments. This advertising slogan, composed of just two German words, was also criticized for lacking emotional appeal. Additionally, the Volkswagen Group is one of the world's largest automotive groups, with brands including Volkswagen, Skoda, Audi, Porsche, Bentley, Lamborghini, Bugatti, SEAT, Ducati (motorcycle manufacturer), MAN (engineering vehicles and heavy truck manufacturer), and Scania (bus and heavy truck manufacturer).
