If You Want to Know the Value of a Company’s Reputation, Ask Volkswagen.

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Reputation Benchmarks

The Volkswagen Group is in trouble following recent revelations surrounding the falsification of emissions data in the U.S., the world’s second largest automotive market.

The US Environmental Protection Agency (EPA) has alleged that Volkswagen intentionally fitted ‘defeat devices’ to nearly 500,000 of its diesel cars. Apparently, these nifty little kits have sensors which can tell when a car is being tested for pollution levels, and then activate full emissions controls.

However, when driving the cars under normal conditions, the vehicles apparently pumped out a lot more unpleasant chemicals, meaning the true environmental impact was much higher than official tests and literature claimed.

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Martin Winterkorn, Volkswagen’s CEO, has issued a statement expressing “personal sorrow” that the company has “broken the trust of both our customers and the public”.

So, what is Volkswagen jeopardizing with this apparent admission of guilt? Reputation Institute’s Global RepTrak® 100 shows the company enjoying a top 20…

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