Wow, Norbert blew this one. He probably forgot to bring his blackberry along. Someone is getting demoted. It would be odd for VW not to alert them.
But the response given by Norbert was just horrible. Uhh, ugh I did not like know, dude. Proper response (knowing or not) would have been - "We have been working with SGL for couple years now on exciting products such as xxx." - Free PR of products you name. "I am glad to see VW follow us into this space." (Jab at VW, isn't Audis slogan - "never follow")
Anyway, its easy to be a Monday quarterback, but he is a CEO who should know better.
I apologize for spelling mistakes up front, they are a result of multitasking.