Volkswagen Emission Scandal: Reputation Recovery and Recall Strategy
商品編號：9B17M052
出版日期：2017/04/20
再版日期：2017/04/25
商品來源：Ivey
商品主題：General Management/Strategy; International Business
商品類型：Case (Pub Mat)
涵蓋議題：product recall;brand identity;recall strategy;brand identity matrix;automotive
難易度：5 - MBA/Postgraduate
內容長度：11 頁
地域：United States
產業：Manufacturing;
事件年度：2015
In September 2015, the Volkswagen Group (VW) was in a state of flux. Its reputation was taking a severe beating in the auto industry and among consumers. The United States Environmental Protection Agency had accused the company of tampering with its EA 189 diesel engines to clear emissions tests. The engines, fitted with a “defeat device,” met the stringent emission levels and higher fuel efficiency standards set in the United States. The defeat device controlled emissions during laboratory testing and driving so that they remained within permissible limits; however, during actual on-the-road driving, the nitrogen oxide emissions were up to 40 times higher. VW’s admission of the intentional manipulation severely dented its value chain, affecting market share, brand image, internal/external stakeholders trust, and supply chain operations. In the wake of the scandal, the company faced the challenge of organizing a product recall and reconceptualizing the VW brand identity.
教學手冊：8B17M052;
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