VW emissions scandal: the brand expert’s opinion
Source : VW emissions scandal: the brand expert’s opinion
The editor of Management Today thinks the repercussions of dieselgate will be felt many years into the future
The effects of the Volkswagen emissions scandal will play out over years or even decades, according to Matthew Gwyther (pictured below), editor of Management Today. “which will be interesting inside the long term to see how the brand has been damaged,” he says. “which’s too early to tell yet.”
Gwyther added which while VW in Europe has seemingly come out of the fiasco surprisingly unscathed (albeit inside the hole for many billions in damages), which might be difficult to sell to the next, younger generation who don’t have an inherent trust inside the brand. “If you’ve been brought up on ‘nothing in life as reliable as a Volkswagen’, which was the ultimate ice bucket challenge,” he said.
Gwyther noted which after the scandal broke, VW acted quickly to protect its most profitable brand, Audi. “I’m surprised how the brand has been undamaged in Europe,” he said. “Within the VW Group, you have many sister marques using the affected engines. What they consciously did early on was try to protect the most profitable brands, particularly Audi, by the fallout. They made a conscious effort to place clear water between Wolfsburg as well as Ingolstadt, despite the fact the engines concerned were used in some Audis.”
Commenting on the public’s reaction, Gwyther said: “You might expect which kind of behaviour by someone different than a German company. People were shocked. which was the last organisation you’d expect to behave in such a way.
“If they could turn the clock back, they might have done something else when which came to the impenetrable US diesel market. which said, the outcome in Europe has not yet been as severe as which might have been.”
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