Doesn't help when the e-golf looks so odd, especially that lower grille. With better marketing, range, and new exterior the next gen e-Golf could be a winner. With the whole dieselgate debacle, VW needs to go green.
In addition to that what they also need is to pull in more design cues from Audi. Audi EV's will cost a lot and there will be a need for something that undercuts it but still has some luxurious appeal.