Why does it seem like people put a negative connotation on volkswagen?

my friend said that there is no way that they can own and operate audi, bentley, bugatti and lambo and said that there is no relation to porsche, but i know they are all related but why do my friends think this is a negative thing? it's not like vw is toyota or honda? i tried explaining how vw is more upscale like upper middle cl vs. middle cl, but they don't believe me.