Volkswagen would do well to remember the 1982 Tylenol tragedy and how drugmaker Johnson & Johnson came out the other side.
Seven people died that year after taking capsules of Extra-Strength Tylenol, which had been laced with cyanide. The forthright way in which the company dealt with the public during the crisis assured the product would continue to be viable.
Before the deaths, Tylenol accounted for 37 percent of the analgesic market but fell to 7 percent after the poisonings. Because of the way the company handled things, though, it had climbed back to 30 percent a year later.
Obviously, there are differences. Johnson & Johnson had nothing to do with introducing cyanide to the pain reliever bottles, while Volkswagen intentionally used computer software to fool testing systems that diesel engines were cleaner than they actually were.
But VW, like Johnson & Johnson, had a good reputation beforehand and may be able to regain it by making some strategic moves. The first and foremost is to personally assure owners of the vehicles in question what the company will do to repair the cars, to make the repair process hassle-free and to do it quickly.
Marketers predicted Tylenol would never recover from the sabotage, but the introduction of tamper-proof packaging enhanced by a full explanation of moves by the company chairman and an extensive media campaign proved effective.
Although the move was costly - $100 million for a Tylenol relaunch - $1,000 invested in Johnson & Johnson shares just before the poisoning episode returned more than $22,000 only 20 years later.
Volkswagen's response will be costly, but honesty and transparency on the front end, quality in its new products (such as the CrossBlue SUV to be made in Chattanooga) and a commitment to being customer centered will go a long way toward restoring the company's reputation.
Locally, a meeting state Sen. Bo Watson, R-Hixson, is arranging between state legislators and VW officials would be a good place for VW to display forthrightness to the city where its only U.S. manufacturing plant is located. Legislators will be - and should be - looking to hear honest assurances from the company about the state's huge investment in VW and how - or if - it believes Chattanooga workers and the plant will be affected. The state's original $358.2 million stake and its portion of the $260 million for the new line deserve no less.
Read more about Volkswagen's diesel emissions scandal
Volkswagen Group of America head to testify before Congress
Volkswagen brand sales trail auto market
VW sales in U.S. rise slightly despite scandal
U.S. states issue subpoena in Volkswagen investigation
VW: Nothing has changed inside Volkswagen's only U.S. assembly plant
Cooper: VW should take a page from Tylenol
VW cuts shift at German plant, freezes some hiring
VW expansion, production on track in Chattanooga despite diesel scandal, state officials say
Volkswagen appoints new chief of North American operations
Gov. Haslam worried about VW scandal's effect on sales, jobs at Chattanooga plant
Volkswagen faces major legal trouble in emissions scandal
VW faces daunting challenges in fixing emissions cheating
VW was reportedly warned about illegal emissions tricks year ago
German prosecutors open investigation into ex-Volkswagen CEO Martin Winterkorn
Volkswagen to reorganize North American operations
Tennessee judge sues VW in emissions scandal
Tennessee part of multi-state investigation into Volkswagen
EPA changing emissions tests after being duped by VW for seven years
Volkswagen sued by Chattanooga area residents
Reports: Volkswagen to pick Porsche's Matthias Muller as new CEO
Ex-Volkswagen CEO Martin Winterkorn may get $60 million severance package
More resignations expected at Volkswagen
VW workers 'trying to make light of situation, but we just don't know'
VW faces growing number of class action lawsuits
Why most VW drivers may not let their cars be recalled
Volkswagen CEO steps down, takes responsibility for scandal
German official cautions against talking down VW
Biggest VW dealer says 'Volkswagen brand is at risk'
Six big questions about Volkswagen's emissions crisis
Tarnished: State Senate, U.S. House panels plan hearings on VW's diesel deception
VW officials assure Berke that Chattanooga SUV is 'critical' to their market strategy
Emissions testers approving VW vehicles that pass inspection until directed to do otherwise
Lawmakers move quickly to grill VW over diesel deception
Volkswagen CEO says he is 'endlessly sorry' for emissions deception as VW issues profit warning
Will pollution scandal ruin Volkswagen in the United States?
Volkswagen says 11 million vehicles worldwide affected by pollution scandal
Volkswagen's reputation erodes as diesel emissions scandal widens
Sohn: What was Volkswagen thinking?
VW unveils new Passat design for 2016
VW rocked by emissions scandal as prosecutors come calling
For 7 years, VW software thwarted pollution regulations
VW scandal has TN officials fuming after giving millions in incentives
Volkswagen tells dealers to stop selling 2015 diesel cars
Sohn: VW's alleged emissions 'defeat device' disheartening
VW could be fined $18 billion for cheating on emission rules
VW stock crashes after admitting it rigged U.S. emission tests