Dieselgate: VW's US boss admits "apologies are not enough"

For the first time since Volkswagen was caught black handed cheating on diesel emission testing, Michael Horn, president and CEO of Volkswagen Group of America, faced hundreds of motoring journalists at the Los Angeles Autoshow.

He spoke directly and sincerely. After all, the penalties for VW's actions are severe and expected to reach beyond $(US)18 billion as the US Environmental Protection Agency as well as the California Air Resources Board will levy hefty fines for VW's deceit. The original issue centred on VW's 2.0-litre turbodiesel engine, but Horn confessed that the company is also answering emission questions about its 3.0-litre six-cylinder Tdi engine.

Both Volkswagen and Audi diesel powered cars are affected.

"I can tell you that nothing is more important to me personally than the satisfaction of our customers and making things right for those who have put their faith and trust in Volkswagen over the years," he said. "I understand and I appreciate the impact that these recent issues have had on our customers, our dealers and our US partners."

Verbally falling on his sword, his apologetic comments continued: "My primary task is to push that things are made right. We're working closely with the EPA and CARB and we're cooperating fully with regulators. This continues to be our immediate priority."

Meanwhile, VW is still working on a remedy. "I am personally hopeful that we will be able to announce something soon about the remedies we have identified," he said. "We understand that apologies are not enough."

Horn basically apologies for more than three minutes. It's not a record... not after Herbert Diess' protracted contrition in Japan last month. To pacify American owners, VW is offering a $500 loyalty card and a $500 dealership card which may soothe the pain of owners who are watching the values of their VWs and Audis sink daily.

And there's more; Horn upped the payback with an offer of 24-hour roadside assist for three years for owners who are rightfully worried about their vehicle. Horn claims that more than 120,000 customers (roughly 25 percent of those affected) have signed up on the website – www.vwdieselinfo.com – to keep informed.

"Let me be clear to you, we will take care of our customers but this will take time," he said. Horn's apology and explanation lasted for more than 4 minutes and 30 seconds.

Pictured: Michael Horn in happier times, after Golf and Golf GTI won 2015 NAIAS CoTY