Quick update: I got a rather formal'ish / official'ish email from VW Corp this past Wednesday, offering to either buy back or replace my e-Golf.
I'm okay with the outcome, disappointed by the lack of urgency / importance suggested by VW's communications and pace.
I'm still going to buy another e-Golf, but that's frankly more because I don't really feel like I have other reasonable options given my needs and preferences.
For those curious, here's what I would have done if I'd been in VW's shoes:
- Immediately gotten on the phone with the customer and/or sent a letter to express empathy, concern, and acknowledge seriousness of issue
- Expedite review and handling of the case
- Offer option of buyback or a sweetened exchange / repurchase deal (credit towards accessories or upgrade to SEL, etc.)
I'm not saying VW needs to bend over backwards for more mundane failures (e.g., paint or other cosmetic issues, issues with sound system, etc.). But when there's a potentially catastrophic failure (such as the engine suddenly cutting out when driving)... that, to me, requires any reputable brand that cares about goodwill to act a bit more urgently, less officially, and more empathetically.
I mean, sure, I'm buying a replacement e-Golf anyway. But despite my earlier enthusiasm and evangelism of the e-Golf and VW to friends and colleagues, I'm unlikely to be a future advocate and I'll plan on selling this new e-Golf as soon as viable alternatives are available.