Analyzing Volkswagen's Emission Cases

Background The Volkswagen brand has been synonymous with longstanding quality and has enjoyed and extremely loyal client base for over 70 years. Questions began arising about the truth of VW’s emission claims in 2014 when a real-world testing scenario was conducted by the West Virginia University. Emissions testing revealed that at least two Volkswagen models fell far short of EPA regulations in the United States. Subsequent testing identified one other model that was also deficient. Substantial testing and follow-up research proved that Volkswagen had intentionally installed computer firmware and software that was designed with the sole purpose of defeating standard emissions testing that would falsely show that the cars were in compliance with stringent U.S. and European emissions control standards, yet maintaining fuel efficiency standards. The cars were produced between the years 2009 and 2015 for a total of 11 million affected vehicles. On September 18, 2015, the U.S. Environmental Protection Agency informed Volkswagen that the company and the vehicles were in violation. Word spread immediately of the claims that Volkswagen had intentionally lied to the respective government agencies worldwide and to their client base. Forced recalls of the vehicles and bans on new shipments were imminent that could …show more content…
The immediate crisis is over due to the swift enactment of corporate changes in tactics and personnel. The problem of maintaining the brand reputation is still looming, but VW is actively addressing this by implementing standard public relations tactics and models to continually rebuild on their historical legacy. Volkswagen has been solidly behind these changes and due to the severity of the charges have stepped up to implement them. Strong, continuous public relations planning and enactment will be necessary for Volkswagen to retain its client-base and bring back the reputation it has enjoyed for