Interview with brand expert Jürgen Gietl Driving pleasure remains important
in the electric era

Why do you attach so much importance to brands – should good products not be able to impress on their own?

Strong products form the basis for commercial success. Nevertheless, brands fulfil important standalone functions: brands provide consumers with orientation. They help them to find the most suitable product from a wide selection. This is becoming increasingly important, because there are more and more providers on many markets. Brands ensure recognisability, stability and trust. These are properties that we also value in people. Brands allow us to build an emotional relationship with good products.

With the ID.4 GTX, Volkswagen is introducing a new product brand for performance-oriented e-mobility. A good decision?

For 45 years, GTI has been synonymous with powerful petrol engines. Is it clever to rely on that, or should a brand for the electric age not have a completely different name? 

Manufacturers like Volkswagen are in fierce competition with new rivals. But the new players are lacking one thing: a past that builds trust in the performance of the cars. German cars are renowned around the world for their quality and reliability. This reputation has withstood transgressions and scandals. For this reason, referring to tradition is the right move. The term GTX should go down particularly well with the children of thoroughbred GTI fans. Very young drivers can probably associate less with it.

What should GTX models offer, in order to establish the brand?

A car like the ID.4 GTX must convey an attitude to life – this includes fun, a sense of belonging, and sportiness. The properties of the products cannot achieve this on their own. I would recommend additional services regarding the car. Special mobility offerings and exclusive events are both worth considering. This way, GTX drivers become an exclusive community – as with the GTI.

What role do digital properties play in the conception of a new brand?

Digital features are vital to develop an intimacy with customers. Traditional manufacturers like Volkswagen often have to play catch-up here: I sit in the cars, I touch them – and yet I rarely have the feeling of being in contact with the brand. This is often because it was the car that pointed out a mistake – which is good, in principle. However, what I really want in the stress of daily life is a proposed solution, which I need only agree to. A successful brand solves problems before they are voiced.

Finally, we’d like to ask you for a prediction: where will the GTX brand be in ten years?

Unfortunately, I don’t have my crystal ball with me (laughs). However, I believe that GTX has the potential to be synonymous with sporty e-mobility – as the symbol of a new performance product line in the electric age. You must not forget that it is not just about rationality when it comes to climate-friendly electric cars. Driving pleasure and acceleration remain key arguments when selecting a car.

This topic was first published by Volkswagen Newsroom on 05/26/21.