Where the sales meetings take place on the web: OneHub – Volkswagen’s new personalized website.
“How can we advise customers personally before they come to our dealer showrooms?” – was one of the relevant guiding questions.
Together with the client and a “powerhouse” team of around 15 design and communications agencies, we developed the Volkswagen New Brand Design for the digital society in a record time of nine months.
In addition to rebranding with a new image and audio logo, Volkswagen’s new market communication focuses in particular on emotionality and customer centricity, in contrast to the previous product orientation. People and their individual needs are now the focus – no longer “Volkswagen – the car”. Every visitor should see an individualized version of the website that reflects their interests, preferences and experience with the brand .
The result is a future-proof system that is dynamic and intuitive to use. It is perfectly suited to the new interaction patterns of a digital society. In addition to optimizing the brand’s overall image, the behavioral-based offering is ultimately aimed at increasing vehicle sales within the Group.
The Volkswagen rebranding went live in September 2019 in the first markets, including the core market of Germany, together with the launch of the ID.3 as the first vehicle in the new electromobility series, and will be rolled out across brands for the core brand and commercial vehicles worldwide in the countries relevant to Volkswagen by mid-2020.
Among other things, we support the further development of the underlying content management system and various sales applications and are mainly responsible for the global rollout and live operation support of the sales applications on the individual Volkswagen websites (including online vehicle configurator, dealer search and dealer contact modules, visualizer and vehicle model overview).
This rebranding is one of the largest in the industry worldwide in recent years. A total of around 150 international markets are being converted to the new brand identity.