Tag Archive: Audi


Glad we got that all cleared up.

Vielen Dank VW CEO Herr Matthias Müller (many thanks, Matthias).

We can now rest assured that Volkswagen is not a criminal brand.mueller

Richard Nixon told us he was not a crook.

And Bill Clinton did not have sex with that woman.

What is it with chief executives and their repeated association with the permanent stigma of a negative declaration with super-charged adjectives?

Criminal? Crook? Sex?

These are notorious words that stand the test of time. They are ominous and eternal. And once they are uttered, there is simply no way to take them back.

And yet this mistake happens again and again to the best and the brightest.

Words That Make You Wince

“We are not a criminal brand or group. We haven’t been that. We have made a huge default, technical default, but there was no intention against customers or authorities.” – Volkswagen AG Vorsitzende Matthias Müllervolkswagan

As Almost DailyBrett can attest, PR folks certainly love our metaphors:

You can’t put the toothpaste back in the tube.

You can un-ring the bell.

You can’t put the bullet back in the chamber.

And sometimes we are guilty of drinking our own bath water.

And now you can’t separate German auto designer/manufacturer, “Volkswagen,” with the extremely unfortunate phrase, “criminal brand.” Thought those two words apply to the Mafia and North Korea, not a car conglomerate (e.g., VW, Audi, Porsche …) long associated with legendary German engineering.

The VW PR team accompanying Müller to Detroit for his first exchange with American media since the company’s “defeat” emissions-standards software scandal broke had to be cringing when he uttered these infamous words.

Müller also said: “We didn’t lie,” another negative declaration attached to a super-charged word.

Hopefully, he did not beat his wife … Please don’t ask him that specific question.

Was he coached to not repeat loaded, supercharged words contained in reporter queries?

Was he told to respond always in a positive vain, and to never use incendiary words?

Remember: When it doubt, declare victory.

For example, how about the following for Volkswagen: “We are a firm that will always be dedicated to observing all rules and regulations. We will overly comply. We will cooperate with authorities.”

Here’s another answer: “We are sorry. We pledge to adhere to all environmental regulations and standards, including those passed by the United States, European Union and other governing bodies. It will be hard to regain public trust, but we are beginning our quest to do just that.”

Americans are a forgiving people. We will give those, who deserve it, a second chance … but only one second chance.

To be fair to Matthias Müller, this debacle is not of his doing. He was the head of Porsche, when his predecessor Martin Winterkorn was shown die Tur. The media, regulators and lawyers are circling like a pack of vultures, looking to pick apart the legendary Volkswagen brand.

There will be even more screaming headlines in the coming weeks and months for Volkswagen as recalls start, lawsuits are adjudicated and fines are levied. Volkswagen will most likely survive, but the unfortunate linkage to a “criminal brand” will ensue.

“This Is the Worst Disaster Since My Election” — Pat Brown

Former California Governor Pat Brown (Jerry’s dad) was touring the flooding of the Eel River near the Northern California coastline in 1965.

We all know what he was trying to say, but the words didn’t come out quite right … worst disaster since his election. Was the Eel River flooding the disaster or his election?pat-brown

In some respects the late-Pat Brown can be excused even though those words haunted him for the rest of his governorship and life.

Volkswagen’s Müller is more of an engineer, who made an eternal mistake, forever attaching “criminal brand” to VW. He deserves his share of blame, but the same applies to his undoubtedly well-compensated PR, marketing and reputation management teams.

These are words that should never have been spoken.

Alas, they will live in infamy.

.http://www.usatoday.com/story/money/cars/2016/01/10/volkswagen-detroit-auto-show-naias-matthias-mueller-emissions-scandal/78603744/

https://en.wikipedia.org/wiki/Matthias_M%C3%BCller_(businessman)

http://www.prsa.org/Intelligence/TheStrategist/Articles/view/11344/1120/In_the_C_Suite_Scandals_at_VW_and_Takata_Highlight?spMailingID=12579553&spUserID=ODkxMDgzMDgwMTkS1&spJobID=663351066&spReportId=NjYzMzUxMDY2S0#.VpaMhPkrLIU

http://www.npr.org/sections/thetwo-way/2016/01/11/462682378/we-didnt-lie-volkswagen-ceo-says-of-emissions-scandal

https://en.wikipedia.org/wiki/Martin_Winterkorn

http://www.volkswagenag.com/content/vwcorp/content/en/investor_relations.html

http://articles.latimes.com/1994-01-19/news/mn-13310_1_human-suffering

 

 

 

 

 

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