Car makers, like everyone, are aware of this very transparent agreement from VW and the favorable financial terms for VW owners/leasees. There are few guarantees with regards to a typical vehicle's resale value; however VW owners do have guarantees on their vehicle's value, only varying some for mileage.
Just yesterday, I received a mailer with a special offer from Volvo. In the mailer it specifies that the offers inside are directed to only those affected by the VW diesel recall. Volvo's offer is a 5 years or 50,000 miles covered maintenance (including brakes) for lease or purchase of a new Volvo, known as the "Conquest" Offer. This particular special offer mentioned that the mailer for the deal needed to be kept and redeemed to be valid. Our offer was put in the recycling box.
Volvo's offer is likely just the tip of the iceberg, as I expect more manufactures to compete for your business as checks are sent out to TDi owners/ leasers.
Diesel owners are for the most part a different bunch of people, with few exceptions from traditional gas car consumers. Many diesel owners may be tempted with great offers from other makes, before reconsidering the higher expense of mid-grade and premium grade fuel and less impressive real world mpg's and performance. Most diesel car owners didn't get a diesel car without real, intentional thought. It's far easier for people to just end up in a car that is made in more abundance such as your typical Honda or Hyundai. Diesel cars have always been a rare niche in the US market. Diesel car owners have had to make their choice with more thought, money and fewer choices. I don't expect that to change, except for more diesel choices.
As a current lease holder on a 2014 Jetta TDi I will chose to continue to enjoy our car as my lease's original turn-in date continues to the middle of summer of 2017. In the meantime I, (as well as many others) will be eagerly awaiting the deals when the sale of new VW or Audi TDi's resume. If VW or someone tempts me to part ways with our Jetta before the middle of summer 2017, I expect it will be with another diesel.