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.