The VW case is notable for the sheer hubris of the company, and its giant middle finger to its North American dealer network and, in some ways, the entire NA market. That, and the environmental aspect of the dieselgate thing, which is pretty significant. It’s all quite strange in some ways. VW isn’t exactly going gangbusters in the USA; their product line is problematic, with some great niche products (GIT, R) shining amidst a lineup of cars that are often hard sells to people who aren’t VW fans already, with trim and option levels that often leave you scratching your head, and with cost-cutting even on their top end models that feels petty and even vindictive. You can get a Fiesta with more convenience and comfort features than a VW costing half again as much, for instance, while selling someone a Jetta or a non-GTI Golf in a land of excellent Japanese, Korean, and American offerings in these niches is generally not an easy job.
All of which makes VW’s pissing in the pool even more perplexing. They just keep making their job harder.