Volkswagen's "Das Auto" was a marketing slogan and campaign that the German automaker used to promote its cars. The slogan translates to "The Car" in English, and it was introduced in the mid-2000s. Here are some key points about the "Das Auto" campaign:

1. Simplicity: "Das Auto" was a simple and straightforward slogan that aimed to convey the essence of Volkswagen's brand and products. It suggested that Volkswagen was all about the car itself and the driving experience.

2. Global Campaign: While Volkswagen is a German brand, the "Das Auto" campaign was used globally to unify the brand's image and messaging across different markets and languages.

3. Emphasis on Quality and Craftsmanship: The campaign implied that Volkswagen cars were crafted with care and attention to detail, emphasizing the brand's reputation for quality and engineering.

4. Cultural Impact: "Das Auto" became a well-recognized slogan and was closely associated with Volkswagen. It contributed to the brand's image and identity.

5. Criticism: Despite its widespread use, the campaign faced some criticism and controversy. Some critics argued that it was overly simplistic and self-indulgent. In 2015, Volkswagen decided to retire the "Das Auto" slogan in the wake of the "dieselgate" emissions scandal, as it was seen as emblematic of the company's corporate culture at the time.