Wolfsburg, September 8, 2025 – In an era of rapid technological transformation and evolving consumer expectations, the Volkswagen Group is redefining the role of design—not merely as a visual statement but as a strategic driver that shapes brand identity and strengthens market positioning. At the IAA in Munich, the Group presented the design philosophies of Volkswagen, Porsche, and Scout, demonstrating how distinct design identities underpin each brand’s individuality and resonate with target customers.
Design as a Strategic Technology Driver
“Design is more than just styling,” says Oliver Blume, CEO of Volkswagen Group. “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—a way of thinking that shapes, develops, and sustainably strengthens brand identity.”
Blume emphasises that design provides a constant in a dynamic environment, offering orientation, making brand attitude visible, and ensuring long-term recognition among customers. For the Volkswagen Group, design is not an afterthought; it is a decisive factor in differentiating brands in a competitive, multi-brand landscape.
Michael Mauer, Head of Volkswagen Group Design, adds: “Good design is not a coincidence, but the result of a sustainable and targeted approach. The task of Group Design is to define and coordinate design principles with each brand, taking their target groups into account. Individual positioning is our recipe for success.”
Typological Models: A Compass for Brand Identity
To guide its brands in articulating distinctive identities, Volkswagen Group Design has developed a typological model rooted in archetypal role models. This creative tool clarifies each brand’s values, character, and target audience, serving as both a strategic and creative compass. Across ten Group brands, the objective is clear: each should occupy a unique and independent position in the market, anchored in heritage while charting a future-focused course.
At IAA 2025, the Group illustrated this approach through the design strategies of Volkswagen, Porsche, and Scout.
Volkswagen: ‘Pure Positive’
Volkswagen’s new design language, Pure Positive, is anchored by three pillars: Stability, Sympathy, and the ‘Secret Sauce’. Andreas Mindt, Chief Designer Volkswagen, explains: “Stability embodies the ‘caregiver’—trust, security, and reliability. Sympathy reflects the ‘everyday hero’—accessible, authentic, and positively engaging. And the ‘Secret Sauce’ represents the ‘idealistic creator’, bringing distinctive, inspiring accents to make a Volkswagen unmistakable.”
The ID. CROSS Concept exemplifies this philosophy with its clean, powerful lines and three-dimensional light signatures that convey a friendly, confident presence. Volkswagen’s design focuses on clarity, visual stability, and an enduring positive aura—vehicles that set trends rather than follow them.
Porsche: Hero, Rebel, Creator
Porsche’s design philosophy articulates the brand’s core identity through three archetypes: Hero, Rebel, and Creator. The Hero embodies courage, strength, and perseverance—captured in the key term Focus. The Rebel thrives in tension between tradition and innovation. And the Creator epitomises passion, technical precision, and visionary thinking—anchored in Purpose.
Michael Mauer, Vice President Style Porsche, explains: “The new 911 Turbo S is a tangible embodiment of these principles. As a Hero, it commands the road with power and authority. As a Rebel, it pushes boundaries, evident in the iconic rear spoiler. As a Creator, it integrates function and performance seamlessly, showcasing innovative engineering and Porsche’s design culture.”
Scout Motors: Connection Machines™
Scout Motors’ design philosophy revolves around connection: vehicles that link people to the land and each other. Chris Benjamin, Chief Design Officer Scout Motors, highlights three guiding principles: Versatile Multitool, Rugged Icon, and Helpful Companion. “Our design pillars arise from heritage and ingenuity,” Benjamin explains. “We blend inspiration from the past with clean, modern choices that resonate with today’s drivers.”
Scout vehicles are built for performance, self-expression, and trust—an approach encapsulated in the term Connection Machines™. Every design decision reinforces the brand’s ethos: enabling human connection while mastering any terrain or challenge.
A Unified Vision, Distinct Identities
Under the leadership of Michael Mauer, Volkswagen Group Design has created a cohesive framework that allows each brand to communicate its identity clearly while reflecting unique values, history, and aspirations. By linking archetypal role models to design decisions, the Group ensures that every Volkswagen, Porsche, or Scout vehicle is instantly recognizable, emotionally engaging, and strategically positioned for its audience.
The discussion by Oliver Blume and Michael Mauer, moderated by Sebastian Rudolph, along with the presentations from the design heads of Volkswagen, Porsche, and Scout, was broadcast live from IAA 2025 on September 8, with recordings available shortly thereafter. The event provided a comprehensive insight into how design now serves as a pivotal driver of brand differentiation, customer engagement, and long-term recognition across the Volkswagen Group.
