Every one seems to have heard about Volkswagens last autumns’ emission scandal. It was one of the last years biggest news and no one can say that the scam news hasn’t impact on the Volkswagens brand image.
But was it necessarily a bad thing for Volkswagens brand image? Is it possible to turn that size of blunder to victory of some kind?
I don’t even have a driving license, mostly because I have always lived in big cities and near by public transportation, but also because i don’t really care about cars. But still the Volkswagen scam became the regular topic in my autumns breakfast table. I knew that Volkswagen had been known as a family friendly and reliably car brand and that’s why the scam news caught even my attention. But after all, did some one once said, that there is no such thing as bad press? It has been surveyed, that firm crisis trigger emotions in impacted consumers witch drive behavioral intensions towards firms and its products. And that’s true at least in my case; before, I didn’t know almost anything about car brands. Now I know something. And that brand is called Volkswagen.
What if the car brand had been another one? Could it be that the Volkswagens strong reliable and safe brand protected it from the crisis because Volkswagens brand image opposite to their acts? I mean, if the car brand had been another one with another brand image, like fast sport car etc. had the crisis put the whole firm down?
We can only guess at this point, but one thing is sure, Volkswagen is going to survive. Volkswagen made only 1 % profit last year, but that can be explained with the bad world economic situation. After five years, who is even going to remember this crisis?