The UK boss of Volkswagen has promised to "do the right thing" and "fully resolve" issues following the diesel emissions scandal.
He did not say whether owners of cars fitted with the defeat device software used to cheat environmental tests in the US will be awarded a payout - repeating that it would be "premature" to discuss compensation.
Volkswagen UK managing director Paul Willis also said "the level of information to customers needs to be faster and needs to improve".
His latest comments come following a study that found nine out of 10 UK Volkswagen drivers whose vehicles may be caught up in the scandal believe they should receive compensation.
Speaking at the Commons environmental audit committee, Mr Willis said: "I can speak for the whole group when I can say Volkswagen is deeply sorry. The board of management in Germany continues to take these findings extremely seriously, recognising that we have fallen short of standards that are expected of us.
"We are continuing to work carefully and diligently to remedy the affected engines.
"Since last weekend we've started to send personal letters to each and every affected customer. Constant communication will be ongoing throughout the remedy process.
"It is paramount our customers know we do care and we really want to put these things right."
He said Volkswagen Group's goal is to be "the world's most sustainable vehicle manufacturer by 2018", adding: "I promise with my dedicated team we will fully resolve this issue, do the right thing and regain trust in our brand."
Close to 1.2 million vehicles are affected in the UK with recalls due to start in the first quarter of next year for remedial work.
A survey by consumer group Which? of more than 2,000 motorists who own a VW diesel manufactured between 2008 and 2015 showed that 90% think they should get compensation.
Some 96% cited fuel efficiency as an important factor when they bought their car, while 90% said the environmental impact was a key consideration.
VW has started to write to affected owners, but nearly three-quarters (74%) believe the firm's response to the crisis has been poor.
Which? executive director Richard Lloyd said: "Many VW owners tell us they decided to buy their car based on its efficiency and low environmental impact, so it's outrageous that VW aren't being clear with their customers about how and when they will be compensated."
Asked about the findings of the Which? survey, Mr Willis said: "I agree that the level of information to customers needs to be faster and needs to improve."
He added: "I have been very transparent and very honest in my communication with customers and we will continue to do so."
Mr Willis said he has read in the press that values will be affected. He added: "But when I speak to other associations who are not in the press they say that that may not be the case."
Asked if he was ruling out doing anything to mitigate the loss in value for fleet owners or individual owners, Mr Willis said: "I think it's premature to have that discussion."
Pushed on if it gets to a situation where fleet owners, corporations, individuals and others have lost out, he said: "We will sit down and have discussions with those fleet owners, with the leasing companies, if they require discussions with us. Yes, of course."
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