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Attempting to reform and reclaim its reputation after the misleading missteps that influenced the purchasing decisions of many drivers, going for diesel-fuelled models believing that they were far cleaner and more efficient than they were in reality, Volkswagen is acknowledging its past transgressions and lack of candour with an advertising campaign that references its older reputation—making lemonade out of lemons.
The new series of commercials debut the long-awaited production of the microbus (see also), reborn as a fully electric vehicle. I hope that the company has learned a valuable lesson in transparency and can again lead the industry towards better transparency and accountability and that they are earnest in their new direction. What do you think? Just the other day, however, I caught the tail end of a comment from company executives reportedly pressing governments to reverse the mothballing of nuclear plants (a fraught decision in itself but also a pledge) so they’ll be sufficient energy to power its electric fleet, which was a bit discouraging to hear and might be yet another wedge that big business can hold up as an excuse not to reform or take responsibility.