When adding an image to a Word document you can select a few cropping options under picture tools / format ->crop. You can choose whether to fill or fit the image inside the allocated space. This works fine when generating to docx, however the PDF converter does not support this so whatever the value you select for cropping, the images always get squashed.

This is mainly an issue when used with an import tag to dynamically import an image; at that point we don't know what the exact aspect ratio will be, but we do want to make sure it looks good. Right now this means that most images will look squashed either horizontally or vertically, so generating to PDF is a no-go for us.

I have discussed this with your support staff and they suggested I post it as an idea, so here it is.