In early September, a sprawling EV battery facility in Georgia became the epicenter of a diplomatic and cultural rupture. Nearly 500 South Korean nationals - engineers, technicians, and students - were detained by U.S. immigration agents in a surprise raid. Despite holding valid business visas, many were shackled and treated as criminals. The incident, which unfolded at a Hyundai-affiliated site, sent shockwaves through South Korea and raised urgent questions about dignity, trust, and the treatment of foreign professionals in the United States.

Volkswagen’s recent struggles in China aren’t just an auto-industry headline. They’re a useful study in intercultural agility for any legacy brand operating across borders. The lesson is straightforward: reliance on brand equity and historical technical expertise alone won’t win fast-moving local markets. Success now requires cultural connection, faster feedback loops, and people-level integration.