The Dieselgate casualties continue to pile up but the latest victim isn't a car but a slogan.

The Dieselgate casualties continue to pile up but the latest victim isn't a car but a slogan.

According to Reuters, VW will gradually phase out the "Das Auto" advertising phase that originally launched in 2007.  While the phase simply means "The Car," VW executives reportedly found it out of touch with the company's more humble mood.

When asked about the decision, a VW spokesperson declined to confirm "Das Auto" was dead but acknowledged it will be replaced by a new motto which simply reads "Volkswagen."  The spokesperson went on say the simplified message will be "rolled out in stages across the world."

The decision to drop "Das Auto" was reportedly discussed at a meeting of 2,000 group managers last week.  One person who was in attendance told Reuters that Dr. Herbert Diess, CEO of the VW Passenger Cars brand, said the idea VW could define the automobile was "absolutist" in the wake of the Dieselgate scandal.  The manager went on to say the outgoing slogan was "pretentious" and failed to convey the company's desire to be a technological leader.

While VW is clearly trying to rebuild its image, the company still faces an uphill battle as a claims process is still being developed and authorities still haven't approved a fix for models equipped with the 2.0- and 3.0-liter TDI engines in the United States.

Source: Reuters

Be part of something big