(October 5, 2015) IRVINE, Calif —  Kelley Blue Book kbb.com and Autotrader today report that more than 70 percent of KBB.com survey respondents believe the diesel emissions issue could spread beyond just Volkswagen. As for the brand's reputation, the majority of those surveyed say they have "complete" or "general mistrust" in Volkswagen.

In addition, according to a recent Autotrader Quick Poll, 30 percent of respondents say they would be less likely to consider a diesel vehicle.

"Volkswagen can fix the mechanical problems and make reparations to owners, but winning back the confidence of shoppers and loyal buyers will be a daunting challenge that could take years to overcome," said Michelle Krebs, senior analyst for Autotrader. "Every automaker should take note of the importance of integrity."

The study found that awareness of the diesel emissions crisis is high, primarily associated with Volkswagen. But other brands are suspected with 64 percent of consumers are aware of the diesel emissions issue. And 96 percent of those aware say that Volkswagen is the primary manufacturer involved. Sixty-three percent cite "intentional deceit" as the most troubling aspect of this issue. Fifty-three percent of respondents say they have "complete" or "general mistrust" in Volkswagen.

Seventy-two percent say they think this issue could spread beyond Volkswagen while 42 percent feel other automobile manufacturers also are secretly violating EPA emission rules. And 58 percent are unsure if Volkswagen is taking proper actions in addressing this issue.

According to an Autotrader Quick Poll, 30 percent of respondents say they would be less likely to consider a diesel vehicle.

"Automotive consumers are well aware of the diesel emissions issue, and they have Volkswagen squarely in their sights as the manufacturer at fault; as a result, the company's brand image is taking a hit," said Rick Wainschel, vice president of customer analytics and insights for Kelley Blue Book. "If this issue spreads, which consumers see as entirely plausible, other manufacturers — and diesel vehicles in general — also could be affected."

"During the last week since news broke of the emissions crisis, traffic to both KBB.com and Autotrader.com has generally increased for Volkswagen, particularly for the diesel models, but at this point it is hard to determine the mindset and intentions of precisely what these early surges in activity represent," said Wainschel.



"The increased level of trade-in activity on KBB.com and private seller activity for Autotrader appear to show that consumers are curious to see if values of these models have dropped, and demonstrate they may have some level of concern on this aspect of the emissions issue. At the very least, it indicates that consumers are hungry for information about values."

"This announcement impacts the diesel vehicles from Volkswagen, which carry higher residual values than their equivalent gasoline counterparts," said Eric Ibara, director of residual values for Kelley Blue Book.

"While early readings suggest that TDI vehicles are being affected by the news, it is possible that they could return to normal levels within a year. This will depend on how Volkswagen handles this crisis and what they announce the fix will be for the U.S. market."