I think that the problem is the VW vehicle line-up. Most of their cars look really boring now. The Golf, Passat and Jetta all look pretty generic. The Tiguan is a bit more exciting though, and they do have the new Beetle.
I think VW needs to find something new and exciting to bring to its designs. Volvo used to be super boring but they have stepped it up and are giving more exciting designs now. VW should do the same.