In terms of brand reputation, VW had it all. So how could it be so reckless?
Since the '90s, VW has been actively played in a role in clean diesel and the subsequent increase in diesel car sales. In our eco-friendly and health conscious world, low-emission cars are gaining popularity and VW's apparent readiness to lead the way has boosted its reputation as a considerate, value-based brand.
VW's ability to adapt to consumer concerns and priorities has meant that it has retained globally, lifelong customers. Motorists who trust the company and have invested time, money and made emotional connections with the brand. Consider people's love of the Beetle and iconic Campervan.
Now, VW's loyal following is divided: some who will continue to stick by the company, acting as brand advocates, actively defending it. And those who feel cheated, lied to and let down by a brand which seemed to hold the same values as them.
But how did this all come about? How was this situation even allowed to happen? At some point, there must have been a board-level decision made, to cheat the tests. Not only does this throw questions about the company's values, but also shows how at board-level, there is or was, no consideration for VW's reputation. And should there be a leak about its actions, its future.
Putting aside the fact that deliberate deception was approved; how was the crisis communication strategy not considered? Knowing that it had deceived on such a scale, you'd expect the communications team for VW to have taken steps to mitigate the risk of this ever getting out, or have a slick operation in place ready to press 'go' when it did get out. Or did they think they'd get away with this?
So far, we have seen personal apologies from VW executives - but customers want answers. Currently, customers want to know that their cars are safe, whether their cars are affected, and whether it impacts their car tax.
You only have to look at the search results for VW and its social channels to see that customers are trying to find outlets to ask such questions - this outlet should be on the VW website. Another suggestion that it was not prepared for this.
In the coming months, VW needs to focus on honesty and transparency. It needs to make cultural changes and communicate this to all stakeholders, and it needs to use its personal touch. It is, after all, the "people's car".
