Part 3/8:
To bolster their market position, Volkswagen centered its sustainable strategy around a new diesel variant of its iconic Golf model, marketed as “clean diesel.” This technology claimed to significantly reduce carbon emissions while maintaining exceptional fuel efficiency. Marketing efforts ramped up, including a Super Bowl advertisement that heralded its environmental benefits.
But unbeknownst to the public, this apparent success masked a troubling reality as Volkswagen’s engineers faced insurmountable obstacles in meeting emissions standards. Instead of transparently addressing these challenges, the company resorted to devious measures.