Our Work: Volkswagen Diesel Emissions Litigation
In September 2015, the EPA notified Volkswagen (VW) that it was in violation of the Clean Air Act due to its intentional programming of diesel engines to circumvent emissions standards. This emissions cheating scandal, known as "Dieselgate," led to certain VW models emitting up to 40 times more pollutants than allowed, affecting millions of vehicles and sparking numerous lawsuits. In response, the Plaintiffs’ Steering Committee engaged RebuttalPR to develop a comprehensive communications strategy to ensure that VW owners and lessees understood the settlement reached with the company and took advantage of its benefits – not just for the economic value, but also to protect the environment.
RebuttalPR began by thoroughly reviewing the class action settlement agreement and other relevant documents filed by the Justice Department and Federal Trade Commission to grasp the intricacies of the case and the settlement terms. The team then held strategy sessions to define the primary and secondary messages to be communicated, anticipated journalist questions, and potential areas of miscommunication. This groundwork was essential for crafting a coherent and compelling narrative that would resonate with affected VW owners and lessees.
The next step involved preparing a comprehensive suite of materials, including press releases, media advisories, pitches, statements, talking points, and an internal Q&A. These materials underwent multiple rounds of legal internal review to ensure accuracy and consistency. Additionally, a detailed media list was compiled, encompassing local and national news outlets, auto trade journalists, and relevant news desks.
Once the materials were finalized, RebuttalPR initiated a targeted media engagement campaign. The press release announcing the settlement was distributed to hundreds of media contacts, followed by personalized pitches to key reporters and news desks. This proactive approach ensured that the announcement and key inflection points in the litigation reached a wide audience and generated significant media interest. Follow-up calls were made to major news outlets to secure coverage and address any queries, and interviews were promptly scheduled between the media and legal team to provide further clarity.
RebuttalPR also meticulously monitored media coverage to track the settlement's reception. Positive coverage was promoted through social media channels and the client's website to amplify the message and reach a broader audience. Any inaccuracies in media reports were swiftly addressed by contacting reporters and providing corrected information, ensuring the public received accurate details about the settlement.
Engaging third-party stakeholders was another crucial element of RebuttalPR’s strategy. The firm collaborated with environmental groups and consumer rights organizations to publicly support the settlement, leveraging their endorsements to build trust and credibility. This third-party validation was pivotal in encouraging VW owners and lessees to accept the settlement and understand its benefits. RebuttalPR also worked closely with government agencies involved in the settlement to ensure consistent messaging and support for the settlement’s benefits. This collaboration reinforced the legitimacy and fairness of the settlement, further encouraging acceptance among eligible class members.
Anticipating potential backlash or negative narratives, RebuttalPR prepared a crisis management plan. This included ready-to-deploy responses and a dedicated team to handle any arising issues swiftly, ensuring that the settlement narrative remained positive and focused on the benefits to both car owners/lessees and the environment.
RebuttalPR’s strategic communications plan was highly successful, resulting in the settlement receiving overwhelming support from class members, with approval rates exceeding 99 percent. By meticulously planning, executing, and proactively engaging with the media, stakeholders, and government agencies, RebuttalPR ensured that VW owners and lessees accepted the settlement and understood its benefits.