That is actually a thread on it's own - but it boils down to their misleading name. They are no longer a Wagen that the Volk can afford. Why have Audi as a premium brand when you are trying to pitch VW as a premium brand too? Of all the car makes they are the only one with a misleading name. I also dislike their bland and boring styling and people who think they are great cars, they are not, as a kid my family had a couple of VWs and they are dodgy AF. Life got much better when my folks switched to Mercedes. VW is also oh-so common, people with no soul or imagination buy them.
That said I like the Up! because it is a true VW - it is small and affordable unlike the rest of the product line.