The Volkswagen Group has refined its design philosophy to strengthen the identities of its various brands. The company says that each brand’s design is a key factor in market positioning and customer engagement, alongside technology.
Michael Mauer, Head of Volkswagen Group Design, led the initiative with input from design managers across the group’s brands. They established formal criteria to present each brand’s values and target groups in a clear and differentiated way. A model based on archetypal role models was used as a creative tool to describe brand personalities.
Volkswagen Group will showcase the design philosophies of Volkswagen, Scout, and Porsche at the IAA in Munich.
"Design is more than just styling. The creative potential of our design areas goes far beyond vehicle design. At the Volkswagen Group, our aim is to use design as a strategic technology driver – as a way of thinking that shapes, develops and sustainably strengthens brand identity," says Oliver Blume, CEO Volkswagen Group. "We see great potential in this, especially in a dynamic environment full of technological upheavals: design is becoming a constant that provides orientation, makes brand attitude visible and ensures long-term recognition among our customers."
"Good design is not a coincidence, but the result of a sustainable and targeted approach," adds Michael Mauer, Head of Volkswagen Group Design. "The same applies to the strategic design process, especially in the multi-brand universe of the Volkswagen Group. Our goal is to position each of our brands in a targeted manner. The basis for this are clearly demarcated identities. The task of the corporate design is to work out the overarching, strategic approach together with the design managers of the brands. I see this as a clear concept for success."
The group developed typological models as guides for describing core values and identities through archetypes and key terms.
For example:
- **Volkswagen**’s new language is called "Pure Positive," based on stability ("caregiver"), sympathy ("everyday hero"), and "secret sauce" ("idealistic creator"). Andreas Mindt, Chief Designer Volkswagen says: "We call our new design language 'Pure Positive'. It is based on our three design pillars: 'Stability', 'Sympathy' and 'Secret Sauce' and will shape every future Volkswagen model." He explains these concepts convey trustworthiness, authenticity, positivity, inspiration—and are evident in models like the ID. CROSS Concept.
- **Porsche** uses hero (focus), rebel (tension), and creator (purpose) archetypes for its identity. Michael Mauer describes: "This strategic sharpening of our design is tangible in the new 911 Turbo S... Because the Turbo S is the hero of the road... At the same time he is a rebel... And finally... an expression of innovative engineering and design culture..."
- **Scout Motors** emphasizes versatility ("multitool"), ruggedness ("icon"), and helpfulness ("companion"). Chris Benjamin states: "Our design pillars are born from duality we love most: heritage meets ingenuity... Ultimately Scout Motors is building connection machines – vehicles that connect people to land and to each other..."
A discussion with Oliver Blume and Michael Mauer—moderated by Sebastian Rudolph—alongside presentations by heads of Volkswagen, Porsche, and Scout will be broadcast live from IAA Munich on September 8 at 4 p.m., with recordings available afterward at https://www.volkswagen-group.com/de/iaa-mobility-2025-19395