SHANGHAI, April 26, 2016 – Global leader Volkswagen unveiled a new sedan named PHIDEON at the 2016 Beijing Auto Show this month. PHIDEON is positioned as the new C segment flagship of Volkswagen’s product lineup in China.
Ranked ninth in the Fortune Global 500, the German multinational company Volkswagen is the largest automotive manufacturer in Europe and the second largest in the world. PHIDEON was developed and marketed by SAIC Volkswagen, a joint-venture founded between Volkswagen Group and SAIC Motor that began in 1984.
Labbrand, a leading China-originated global brand consultancy, worked closely with Volkswagen to create the brand identity of the new car model: PHIDEON 辉昂 [huī áng]. The alphabetic name PHIDEON is derived from Fidēs, the Roman Goddess of trust, evoking reliability, prestige and aesthetics. The Chinese name 辉昂 [huī áng] conveys honor, dynamism and grandeur, and also remains coherent to the sound of its alphabetical name.
“PHIDEON 辉昂 takes over the heritage from PHAETON 辉腾 and is more customized for Chinese market. Chinese consumers become more and more knowledgeable and sophisticated. The car and its brand identity we created connect well to a mature and well-established group of consumers.” said Judy Wang, Associate Creative Director of Labbrand.
Striving to embody elegance, luxury, and innovation, PHIDEON is exclusively available in China beginning September 2016. The highly successful premiere at the Beijing Auto Show is indicative of greater success ahead for Volkswagen’s new luxury sedan brand.
Labbrand is a leading China-originated global brand consultancy, working collaboratively with consumers & corporations to build and strengthen brands through culturally relevant actions. To achieve success and brand innovations, we seamlessly coordinate research, strategic decisions, and creative implementation.
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