Case Analysis #1: Volkswagen and the Engine Emissions Tests PR Crisis
ϖ Main problems: In September 2015, the United States Environmental Protection Agency (EPA) found that VW cars being sold in America had a “defeat device”, or a type of software program, in diesel engines (TDI) that could detect when they were being tested. It was found that the car maker intended on changing the performance of the vehicles to improve results, making them more enviormentally-friendly. On September 18, the EPA issued a “notice of violation” of the Clean Air Act to the Volkswagen Group. Leading up to this, Volkswagen had a major urge to sell diesel cars in the US, with the help of a huge marketing campaign announcing its cars' low emissions. The EPA's discoveries cover over 400,000 cars only in the US, including the VW-manufactured Audi A3, and the VW models: Beetle, Jetta, Passat and Golf. However, VW admitted that about 11 million cars worldwide, including eight million in Europe, have the so-called "defeat device". So, what makes this all even matter? According to BBC, the engines that were being improved during the tests went on to emit nitrogen oxide pollutants up to 40 times above what is allowed in the US.
ϖ Key publics: Obviously, this effects all of the people who did purchase one of …show more content…
It was frustrating for customers to get in touch with the company, as well as express how they felt about the entire crisis.
1. On September 22, VW published a tweet directing people to an online apology video by Volkswagen’s recently resigned CEO, Martin Winterkorn. This was the only official statement published on their social media accounts:
ϖ Main problems: In September 2015, the United States Environmental Protection Agency (EPA) found that VW cars being sold in America had a “defeat device”, or a type of software program, in diesel engines (TDI) that could detect when they were being tested. It was found that the car maker intended on changing the performance of the vehicles to improve results, making them more enviormentally-friendly. On September 18, the EPA issued a “notice of violation” of the Clean Air Act to the Volkswagen Group. Leading up to this, Volkswagen had a major urge to sell diesel cars in the US, with the help of a huge marketing campaign announcing its cars' low emissions. The EPA's discoveries cover over 400,000 cars only in the US, including the VW-manufactured Audi A3, and the VW models: Beetle, Jetta, Passat and Golf. However, VW admitted that about 11 million cars worldwide, including eight million in Europe, have the so-called "defeat device". So, what makes this all even matter? According to BBC, the engines that were being improved during the tests went on to emit nitrogen oxide pollutants up to 40 times above what is allowed in the US.
ϖ Key publics: Obviously, this effects all of the people who did purchase one of …show more content…
It was frustrating for customers to get in touch with the company, as well as express how they felt about the entire crisis.
1. On September 22, VW published a tweet directing people to an online apology video by Volkswagen’s recently resigned CEO, Martin Winterkorn. This was the only official statement published on their social media accounts: