Car Dealerships Struggling to Restore Faith in the Volkwagen Brand

The Volkswagen diesel scandal has severely impacted its US market, with diesel cars making up less than 1% of vehicles on US roads. Enthusiasts feel betrayed, but some remain loyal to the brand. The scandal has further weakened the already struggling US diesel market. Marketing expert Professor Roland Rust highlights that VW's target audience, environmentally conscious millennials, feel cheated. The scandal has led to financial and legal challenges for VW, with significant fines and lawsuits expected. VW's reputation in the US, a market with high potential for growth, has been damaged, and recovery will be slow.

What was the initial promise made by Volkswagen regarding their diesel cars?

• They offered lifetime warranties on all vehicles.

• They guaranteed the lowest prices in the market.

• They claimed their diesel cars were environmentally friendly.

• They promised high-speed performance.

How does Ted Dinkelacker feel about the Volkswagen brand after the scandal?

• He feels completely betrayed and has lost all passion.

• He is indifferent and unaffected by the scandal.

• His passion has diminished but not disappeared.

• He feels more passionate about the brand than ever.

Who were the primary targets of Volkswagen's clean diesel marketing?

• Senior citizens looking for reliable cars.

• Millennials concerned about the environment.

• Families seeking spacious vehicles.

• Luxury car enthusiasts.

What is one of the major financial consequences Volkswagen faces due to the scandal?

• Increased production costs.

• Loss of all European markets.

• Potential fines, lawsuits, and recall costs.

• Higher taxes on diesel vehicles.

Why is the U.S. market particularly important for Volkswagen's recovery?

• It had the most potential for improvement globally.

• It is the only market where Volkswagen operates.

• It has the highest number of Volkswagen enthusiasts.

• It is the largest market for diesel cars.