Volkswagen Group Consider Rebranding to the Auto Union

Industry News

Years-old rumor resurfaces.

With almost a dozen brands under its control, including Audi, Bentley, Bugatti, Lamborghini and Porsche, the Volkswagen Group is considering a rebranding exercise with rumors suggesting the auto giant may take up the name “Auto Union.” Originally made up of Audi, DKW, Horch and Wanderer, the Auto Union was founded in the 1930s. It was bought by VW in the 1960s before being transformed into Audi.

Australia’s Go Auto reports the VW Group plans to resurrect the Auto Union name, allowing it to create a distinct corporate image separate from VW’s non-luxury image. This is a strategy already executed by the likes of Daimler and GM. Whether VW follows suit remains to be seen.

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