VW is an easy company to write about these days because of the emissions test “cheating” that took place. With most organizations in this situation, I would say that they will recover fairly quickly and within a year or two be back to where they were.
I don’t think this will be the case for VW. With this emissions cheating, VW has rocked its’ loyal customer base to the core. These customers love VW for its flower-bearing Beetles and its environment-sustaining engines. VW was supposed to be the earthy car company that made you feel good about buying driving. Like you were actually helping the environment while all other cars were hurting it.
That perception has been destroyed. It’s like a leader getting voted into office on a certain platform, and then reversing his or her position on controversial issues once elected. VW owners feel like they have been duped.
It’s not about fixing the cars….that part is easy. VW has destroyed any loyalty it had with customers. It succumbed to greed and capitalism, which it was supposed to be immune to.
People can forgive a PR mistake or a bad decision….those happen all the time. I’m not sure people can forgive a decision that goes completely against what an organization was supposed to stand for. Imagine UNICEF choosing to let children die or the YMCA discriminating based on race or colour. That would be unheard of.
But here you have a car company that built its’ reputation on sustainability and making our world a better place, lying about the emissions its’ cars give off so it could sell more cars. Does it get much worse than that?