First Look at the "Gokigen♪Wagen" Uniforms for Female Staff | Volkswagen

Volkswagen

Designed by Fashion Brand "YASUTOSHI EZUMI"

What is the "Gokigen♪ Wagen" Uniform for Female Staff?

Volkswagen Group Japan has adopted a unified design for female staff uniforms at Volkswagen dealerships nationwide, the first of its kind. The company announced that it will begin introducing them from October this autumn.

Text by AKIZUKI Shinichiro (OPENERS)

Theme: Evolving Standard

Volkswagen is developing new brand communications with the slogan "Gokigen♪ Wagen." Many may recall the catchy phrase from impactful TV commercials. Now, as a new initiative for this campaign, the company has designed exclusive uniforms for female dealership staff. Their unveiling took place today.

The designer of Volkswagen's first unified uniform design is Mr. Yasutoshi Ezumi, designer of the women's fashion brand "YASUTOSHI EZUMI." The theme for the uniform is "EVOLVE STANDARD."

The design draws inspiration from Volkswagen's iconic model, the Golf. For over 40 years, the Golf has continuously evolved while remaining a standard, embodying unchanging value. This timeless quality and its simple, clean lines have been incorporated into the uniform. To ensure the design met the needs of the staff, a project team was formed with 12 female employees selected from dealerships nationwide, and their feedback and requests were integrated throughout the process.

"The base design is simple and minimal, with the accent blue line inspired by the vertical lines on the Golf's bonnet. I hope that by adorning the showroom, much like the models displayed there, this uniform will allow customers to feel the essence of Volkswagen," commented Mr. Ezumi.

The uniforms announced today are scheduled to be introduced at all Volkswagen dealerships nationwide starting October 1st of this year.

The venue also hosted the simultaneous announcement of the new "up!" model. The "BlueMotion Technology," which includes an idling stop function and a brake energy regeneration system (start/stop system), is now standard on all grades, improving fuel efficiency by approximately 12 percent. Additionally, two new colors, "Hot Orange Metallic" and "Blueberry Metallic," have been added.

The pricing is set at 1,548,000 yen for the move up! (2-door), 1,756,000 yen for the move up! (4-door), and 1,890,000 yen for the high up! (4-door). The high up! (4-door) features a strategic price point 42,000 yen lower than its predecessor.