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Why Volkswagen Wants to Be Relevant in America Again

CEO Herbert Diess desperately wants to get back to the days when the Beetle and microbus were all the rage.

The Volkswagen ID. Buzz electric bus this month at the New York auto show.

The Volkswagen ID. Buzz electric bus this month at the New York auto show.

Photographer: Jeenah Moon/Bloomberg
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For years, Volkswagen’s poor performance in the U.S. fueled debate among the company’s managers about whether Europe’s biggest carmaker should simply pack up and leave.