VW Back under trust: Study shows impressive turning of the brand!

VW Back under trust: Study shows impressive turning of the brand!

The Volkswagen brand shows impressive progress in the trust of consumers, according to a current study by the Center for Empirical Communication Research (ZEK) at DHBW Ravensburg. After the devastating consequences of the diesel scandal in 2015, in which VW had suffered immense loss of trust, the Wolfsburgers are now experiencing an upswing. In the meantime, VW is one of the top 5 most trustworthy car brands in Germany again, such as HORIZONT . Two thirds of the respondents who already own a VW are ready to go back to the brand. This reflects a positive trend, since VW is also perceived as an innovative, only behind BMW and together with Tesla in second place.

crisis overcome?

The survey, which was carried out in November in November, shows that VW was able to regain the trust of customers, despite persistent negative reporting on possible factory closures and job cuts. The ZEK notes that the company's perception has increased as an innovative automobile manufacturer, which could be crucial for the brand. The study has also shown that hybrid vehicles will probably gain popularity in the next twelve months, while the classic petrol engine loses support during the drive mix.

Nevertheless, the memories of the manipulation scandals with exhaust gas values continue to shade the company's image. At a conference of the ZEK, experts discussed the challenges of corporate communication, especially in crisis situations. Prof. Dr. Frank Brettschneider pointed out that understandable communication in business and politics is of great importance, and emphasized that "understanding leads to acceptance." Although VW's brand perception has improved, the company is still behind many competitors when it comes to trust, since 36 percent of those surveyed consider the brand to be affected by the scandal, such as dhbw ravensburg reported.