Brandjack News

By Quentin Langley

Right at the heart of crisis management is investigating what went wrong. An early commitment to investigate and publish the results is critical. VW has committed to an external investigation. This is great, but they need to elaborate.

A real independent investigation will be especially important in this case because the problem was one of intent not an accident. The key question will be a version of Howard Baker's question during Watergate: who knew what happened here, and when did they know it.

If people are to have confidence in this investigation – especially in the light of prior, deliberate, deception – VW will have to choose an investigator of clear independence and probity. I would suggest a judge, a German speaker who is also fluent in English and has an international reputation. Nothing else will do.