Ever since Volkswagen got caught cheating on U.S. emissions tests five years ago, the automaker has been trying to regain the confidence of American consumers. Judging by sales figures, the efforts are starting taking hold.
Scott Keogh, VW of America’s CEO since 2018, says the company has worked to rebuild trust with big plans for clean electric vehicles. He spoke to The Associated Press about the German automaker’s U.S. image and changes that are coming to the auto business. His remarks have been edited for length and clarity.
Q: The diesel emissions scandal was pretty disastrous for VW. But sales were rising in the U.S., at least until the pandemic. Is the scandal now behind you?
A: So if I look at a customer’s point of view, we’re seeing near-record loyalty for Volkswagen. If I look at our conquests (pulling buyers from other brands), particularly our SUVs, we’re getting about 70%. What matters to me is getting the brand back to where it belongs. And that is being loved by Americans, not disliked by Americans. When you look at the peak (of the emissions scandal), our brand was actively avoided by nearly 30% of the market. We’ve got that number down to 13, 14%. In life as individuals, we all have bumps, bruises and scars. You never forget them. But there also are these things that allow you to move forward. I believe profoundly America has moved on. I almost never want to say it’s completely gone because it’s almost the thing we want to take with us, to make us a better company.
Q: But you’ve still got a big segment that doesn’t like you?