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The brand’s value has cratered, the diesel scandal has Volkswagen’s image slipping even lower. VW CEO Herbert Diess reacted to it and is seeking to breath new life into the brand. The word in the company in Wolfsburg is that the manager has prescribed “a large scale concept” to burnish VW’s image to a high gloss again. The first priority is new cars with which VW hopes to regain its customers’ confidence. Other areas are supposed to equally contribute to the company’s reputation again. Soccer is playing a prominent role, with Volkswagen the new sponsoring partner of the German national team.

The brand’s value has cratered, the diesel scandal has Volkswagen’s image slipping even lower. VW CEO Herbert Diess reacted to it and is seeking to breath new life into the brand. The word in the company in Wolfsburg is that the manager has prescribed “a large scale concept” to burnish VW’s image to a high gloss again. The first priority is new cars with which VW hopes to regain its customers’ confidence. Other areas are supposed to equally contribute to the company’s reputation again. Soccer is playing a prominent role, with Volkswagen the new sponsoring partner of the German national team.

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