Marketing is fine, but what is more important is to have competitive products in the US, and to plan sufficiently early for their timely release.
Currently, VWoA has almost no modern, attractive, competitive products except perhaps the Rabbit, GTI, and EOS.
There are no gas-frugal engines (TSI), no Diesel engines, no small (compact) cars, hatchback or sedan, no serious mid-size sedan, no small SUV, no mini-mini van, and no real van. What was VW thinking, when looking at their US product strategy, in the past 10 years, or so?
It really would not have been terribly difficult to adept the Polo and Touran to the US market. It also would have been a wise move to federalize a more frugal engine (TSI) early on, and to anticipate TDI problems and put more resources on that, to be able to roll it out early enough to be competitive.
Whatever VW has done in the past decade or so, it seems like they did not consider the US competition at all, and its changes over the years. Instead, we got what was zero-effort adaptions of Euro cars. A Jetta with multiple, awkward changes to what the German version would be like, but nothing like what someone in the US would have designed for VW (look and engine choices). Same goes for the new Passat, which by design simply is not a US car, and does not sell here. The Touareg is priced $10K too high for what people expect from VW. And the Polo, Tiguan, Golf/Jetta wagon, and Diesels are still not available, after all these years.