Scott Keogh is apologetic about the Volkswagen diesel cheating scandal. But he wants everyone to know that the company has fundamentally changed its ways.

The rank and file at Volkswagen “didn’t cause this madness,” said the chief executive of Volkswagen Group of America, “but we have a responsibility to the millions of Volkswagen customers who love this brand, to the dealers, to the employees to regain their trust.”

The scandal, sparked by an investigation by California regulators in 2015, set the company reeling. Top VW executives have been fired, fined, accused of crimes and, in one case, sent to prison. Sales suffered, profits went poof, and VW scrambled to remake itself.