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COMMENT: Is playing by the book enough to save VW’s reputation?

BY LAURA O’CONNELL AND VICTORIA LEWIS STEPHENS. As the VW emissions crisis unfolds, will VW’s reputation survive, and what steps can it take to rebuild it?

"We screwed up," said VW America boss Michael Horn when news of the emissions scandal broke, while the then Group Chief Executive Martin Winterkorn said his company had "broken the trust of our customers and the public". Is there any way back from such a low point of reputation?

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