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Volkswagen Tops List of Least Engaging Brands in America

By Stephen Fuchs on Email @StephenWFuchs

Volkswagen’s dieselgate, and accompanying bad press, isn’t one of the German automaker’s greatest achievements and according to the recently released brand engagement survey conducted by Brand Keys, it has resulted in the company being voted the most unpopular brand in America.

This is the first time Volkswagen has entered into the top 10 list of unpopularity, but it shouldn’t be a total shocker. Volkswagen is expected to spend billions to make up for their mistake, including a buyback of 500,000 vehicles in the U.S., and it will take some time before the bad taste leaves the mouth of most Americans.

Brand Keys President Robert Passikoff wrote in a press release that the “fundamental reason these brands were rated so low for consumer engagement is because they were unable to meet the very high – and ever-growing – emotional expectations consumers bring to the marketplace”.

Also on the top 10 were Blackberry, American Apparel and Whole Foods.

Brand Keys 2016

Sources: Daily Mail

Photo: Rob Brewer [Flickr]

Stephen Fuchs
Stephen founded German Pulse and LGBT Germany out of a passion to introduce Americans to a Germany that goes beyond beer and polka (although with enough beer he has been known to polka it up a bit). He's a coffee addict, lover of wine and good times, a hit in the kitchen and editor of TV commercials. You can follow him on Twitter (@StephenWFuchs) to find out a lot more.
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