How many people can you lie to before you get caught? It’s a game we’ve all played with vary degrees of success, but have you ever tried to lie to 11 million people? And do you think you could get away with it?




Lucky for us, our friends at Volkswagen have provided a very public answer in the latest automotive scandal, Diesel Gate. As the scandal grows you can hear the sounds of heads rolling in Wolfsburg, Germany, as the purge of VW top management is in full swing. It really makes one wonder why VW took this Risk. Not only is VW facing billions in fines, and a growing number of class action lawsuits, but also the brand equity of the world’s large carmaker has been tarnished in ways that cannot be calculated. It is not just because TDIs are bad for the environment, but VW was naive enough to think they could cheat the EPA, and the people of America. Could the TDI scandal prematurely end the diesel movement in America before it begins?

I have always been a huge fan the VW TDI line of vehicles. They offered superior fuel economy and affordability while remaining fun to drive. Everyone I knew prior to this scandal that owned a TDI had nothing but good things to say about their car. They loved how it was unique, performed well, and above all was responsible choice in an environmental conscious world. During a recent car shopping experience just two short months ago I was very close to purchasing a Golf TDI myself before I chose my Jetta Sport. The VW TDI had everything going for it before this scandal and it makes me sad to see it end like this.


The TDI Clean Diesel brand was the poster child for getting the greatest distance out of a gallon of fossil fuel without the use of electrical motors. The TDI was even able to defend environmentally conscious owners from the humiliation of the Prius. VW was at the forefront of the growing popularity of diesels in American prior to the scandal. Owners who purchased TDIs due to their unique blend of fuel economy, performance, and minimal impact on the environment now seem like suckers. It is all through no fault of their own, but they must now face their friends, family, and coworkers who are now up to date with the headlines.




Many critics have called this scandal the end of diesel-powered cars. They insist that the maximum efficiency that can legally be obtained from a diesel-burning engine has been reached and now electric cars will naturally take their place. Elon Musk, one of the largest supporters of electric vehicles had this to say in a recent Top Gear publication, “What the Volkswagen scandal is really showing is that we’ve reached the limit of what’s possible with diesel and gasoline. The time has come to move to a new generation of technology.” Elon Musk does have a large stake in the success of EVs but he is also a forward-thinking tech mogul who has an eye for what the future holds.




It is not difficult to remember the last time a large car manufacturer was in the limelight for breaking the law in favor of profits. GM recently finished their court battle for the faulty ignition switches that caused engines to shut off while driving, preventing air bags from deploying causing over 120 fatalities. The way GM inadequately handled the situation makes this a very unscrupulous way of doing business, but Diesel gate is different from the GM scandal. VW intentionally cheated the EPA and engineered a way around our government with no regard for American laws or its people.



VW TDIs have a cult-like following here in the United States. People form clubs, join forums, and post pictures of their fuel economy, which always beat EPA estimates. In the wake of this scandal, their efforts seems like a lie, which is the biggest fall out for VW. Not only will they face fines and lawsuits that only take away profits and frustrate stockholders, but they must face the die-hard TDI fans that loved their cars. VW marketed the car as clean diesel, which turned out very far from the truth.


The brand loyalty that VW has enjoyed for many years could be in jeopardy and this is not something that money can fix. The love that VW owners have for the company’s products was the envy of the competition in all markets, but now their love will be severely tested in the coming months as the fines grow and the fallout thickens.