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Andreas Mindt's plan to fix Volkswagen's ID crisis

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VW’s design boss relishes the challenge of refreshing the brand. We learn what goes into his ‘secret sauce’

In June 1993, Autocar asked a group of students at Coventry University’s School of Transport Design to imagine a modern reinterpretation of the Caterham Seven. Exactly 31 years later, one of the students featured – a German, then on exchange from the Pforzheim University School of Design – is back on Autocar for his efforts at reinvigorating a long-running car brand.

“The Beetle is a very optimistic, happy-looking, friendly car,” he adds. “It’s not eating people, you know: other cars, they’re trying to eat everything, like eating the street or something. Volkswagen is not about that, it’s not all super-duper; it’s being the friendliest in the room. “If you’re a volume maker you’re interested in not polarising, and most people want to look self-confident and happy. Not cute or comical, like a Mickey Mouse car, but optimistic and happy.

 

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