How Volkswagen can—and must—rebuild consumer trust

The automaker’s deceptive practices regarding emissions on some vehicles has hurt its stock price and has severely damaged its brand overall. Hard remedies are required.

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It is not clear whether Volkswagen will survive its self-inflicted scandal caused by lying and cheating on emissions of its diesel cars.

The problem goes back to 2008, according to The New York Times, and many Volkswagen executives and engineers reportedly have been involved in the subterfuge.

VW owners around the world—not to mention VW dealers, vendors, suppliers and others—are furious at the company. Volkswagen customers, however, are most important, because their cars’ value has fallen drastically due to years of unethical behavior condoned at many levels within the company.

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So, as tens of thousands of brand-new VWs sit idle and unsold, what can the company do today to begin repairing all the damage it did to itself, its relationship with customers and its legendary brand—if anything?

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