“Life is full of regrets. But it does not pay to look back” – VW boss admits that using the “defeat device” was a ‘huge mistake’

Biggest understatement of the century?

It seems clear that VW chief executive, Matthias Mueller, would have done things differently in regards to the company installing the alleged “defeat device” into diesel vehicles; if he were afforded the option of time travel, of course.

If only one could turn back the clocks, eh?

At the recent Paris Motor Show, VW unveiled a new look with a new campaign dubbed ‘Think New’ – but is this just a tactic to divert all our attentions away from the emission scandal that continues to be an ongoing issue?

Mueller admitted the company’s wrongdoing and said installing the so-called “defeat device” software was a ‘huge mistake’. Suspicions arise that this could be a marketing strategy or tactic to show potential customers that the company has changed its ways.

And it could not have come at a better time if you ask me.

Since the outbreak of the scandal, the German manufacturing company has lost huge amounts of money in terms of sales and share value, and the whole thing is costing them billions. In November 2015, that’s weeks sales reportedly declined by a staggering 25% from the year before, after the discovery of the “defeat device” software.

According to the Telegraph, the shares of the company dropped by more than a third in the two days after the scandal was revealed on 18 September 2015. So, the scandal has come with a hefty price tag in terms losses, fines and penalties, and it will continue to do so with the legal actions being brought around the world.

In the Motor Show, Mueller made it clear that he wanted a fresh start for the company. He said that the stunt by the company was undoubtedly a huge mistake, which is clear to see when you look at the lost trust of the authorities and customers.

VW are still in the process of resolving the crisis by working with the authorities around the world.

It’s not surprising that VW wants to get an agreement with the Department of Justice so that they can move forward, and plan and rebuild their company on a ‘sound base’. This is important for the amount of fines and penalties that the company has had to face from their wrongdoing.

The worst crisis in VW’s 78-year establishment

I can see the desperation that the company are going through to rebrand their image. BBC reported that the company was struggling to overcome the worst crisis in its 78-year establishment. VW’s time and energy has been focused on the relaunch of their brand with their new electric vehicles. Reportedly, over a quarter of the company’s output is now being put into electric vehicles. The despair that VW are going through shows their need to portray themselves as a healthy and robust company. Mueller says that VW are more than the crisis, and he hopes that it will not paralyse the company.

But, at the end of the day, the German automotive giants have created a scandal that affects the world, and had a direct affect on the health of our people and our planet.

NOx kills – their decision to build the so-called “defeat device” has literally cost lives, according to experts.

So what about that compensation they’re STILL refusing to pay to UK victims?

Compensation is something that many victims would value, and it would symbolise a sincere apology from VW. For them to regain the trust and credibility of their brand, and get their important customers back on board, VW should really be focusing their intentions on truly compensating the victims worldwide – like they have done in the U.S. – as opposed to just brushing the scandal under the carpet here in Europe.

But, instead, they’re still refusing to pay UK victims a single penny!

If they continue to refuse compensation to their victims, how on earth can they be the “leading provider in sustainable mobility” like they want to be? One must take responsibility for one’s actions, and it starts with making sure the victims are treated right.

That means compensation!

Is this a case of no regrets, but lessons learned? It could suggest so from the lack of remedial action here in the U.K.