Design philosophy of the Volkswagen Group
as the key to sustainable brand success
London, September 08, 2025, (Oilandgaspress) ––– Each brand of the Volkswagen Group has its own strong identity that has grown over many years. In addition to the technological profile, design plays a decisive role in individual positioning on the market and an optimal customer approach. Under the leadership of Michael Mauer, Volkswagen Group Design, together with the design managers of the brands, has sharpened the respective design criteria and given them a formal structure. It presents the different values, target groups and characters of the brands in a consistent and differentiated way. To support this process, a structuring model based on archetypal role models was used as a creative tool to describe brand personalities. The Volkswagen Group will be presenting the design philosophies of the Volkswagen, Scout and Porsche brands as examples at the IAA in Munich.
Design is crucial to the success of a brand. It translates the essence of the brand, communicates origin, future orientation and unique selling points. For automotive brands in all segments, design is a key means of making a strong, unmistakable identity visible. Typological models as creative tools
Ten Group brands, one common goal: Each brand should occupy a distinctive, independent position in the market – supported by an identity rooted in its history and a clear strategic course for the future.
To describe the brand personalities, a typological model was developed as a creative guide, which describes the core values and identity of each brand via archetypal role models and key terms assigned to them.
They form a compass of brand and product identity that sets the strategic and creative direction.
Using the example of the three brands Volkswagen, Porsche and Scout, the Volkswagen Group will be presenting an example of how the design strategies of the brands have been worked out in concrete terms at the IAA:
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