TTAC Sums Up VW’s “Train Wreck” Stateside
February 20, 2007 – 12:38 pm by Matt Radel
Filed under Rants
The Truth About Cars throws down an analysis on why the VW brand fell from grace, as well as some opinions on where they need to go.
Volkswagen’s US SOS is, like any other TTAC article, well written and to the point. They highlight the misdirection of the brand, and it’s move away from it’s roots.
While I can hardly disagree with several of the points (I mean, they start out Phaeton bashing - how can I not agree with that?) I do think they fail to give enough credit where it’s due. The new GTI is an outstanding car (hence the Automobile of the year award), and returning to the original branding for the Rabbit appears to be a move in the right direction, as opposed to “creative distress”. The new marketing campaigns are strong. They are willing to sell a penetration car like the Rabbit. VW appears (for the moment anyway) to be moving in the right direction. They’ve started to return to their roots, cleaned up their quality issues and listened to what their customers want (except for the new MicroBus, which the write-up also mentions).
And I will say that I totally agree that VW needs to realize that the US market race IS a race. They have tended to move at their own pace, which has cost them market share. But most importantly, they need to stay focused on what the brand is. It’s NOT a luxury brand. People DON’T want a 70k VW. And don’t even THINK of looking down your nose at folks…it’ll cost ya. History has clearly shown that once they strayed from what the brand is, what it’s roots are, VW has suffered. Greatly.
So, be quick to point out VW’s failures. Shine the spotlight on every misstep. SHOUT IN BOLD IN YOUR BLOG POSTS.
But be just as quick to celebrate VW’s success. Cheer them when they move in right direction, and make attempts to rectify those mistakes.
Hopefully someone in power listens the consumers/bloggers out here, and keeps things moving in the right direction.
TTAC Sums Up VW’s “Train Wreck” Stateside
February 20, 2007 – 12:38 pm by Matt Radel
As the author of the TTAC piece, I should just mention that I own a 2006.5 GTI with the DSG, and it is indeed a phenomenal machine. If only the rest of the VW lineup in the US were as good. And I do give some suggestions for VW (improve quality, sell the Polo in the US, offer better petrol and diesel engine selection). I find VW one of the more frustrating brands because they are once again on the cusp of being fantastic in the US, rather than just fantastic as they were 5 years ago.
Rock out Justin! Yes, it is frustrating to Volkswagen fans everywhere. And if they move the brand upscale like they’re rumored to, all hell’s gonna break loose.
Thanks for the comment.
We owned a 1976 Rabbit. Ready to buy a new one. Until we saw what they were really doing. What follows is my response to the coupon offer sent by VWoA. Their response? “Thank you again for sharing your comments about fuel consumption”
Matthias Seidl, Chief Operating Officer
Volkswagen Brand - VWoA, Inc.
PO Box 214378
Auburn Hills MI 48321-4378
Dear Sir:
I received your letter 28605 which congratulated me on my previous purchase of a Passat, and suggested it might be time to buy a new vehicle soon. You enclosed a coupon for $1,500.00 off a Passat or $3,000.00 off a Touareg.
You were correct in your assertion that it might soon be time to purchase a new vehicle, but not to replace one that is barely over three years old. It was time to replace the 1992 VW Jetta. I hated to give it up with only 204K miles, but it had electrical problems that I wasn’t willing to have repaired so it was time for a new vehicle. The Passat was out - mileage is lower than the Jetta, and a Touareg? You’ve got to be kidding. You abandoned your core market with that model.
But I was excited to see that the Rabbit was back - our first car was a 1976 Rabbit and I already knew I wanted to have a hatchback again. The other criteria were:
1. Same or better mileage than the Jetta (I was getting 28+ mpg)
2. Yellow turn signal indicators
3. Daylight Running Lights
4. ABS Brakes
I cannot express my disappointment when I saw that instead of really bringing back the qualities of that old Rabbit, you abandoned your base market once again by putting a 2.5l 5 cylinder engine in the car, yielding a ridiculously low mileage rating of 22 miles per gallon!!! This should have gone in the GTI style model, not your main model. People are incredulous when I tell them this number, and believe me, I am spreading that word to everyone I talk to about it.
So it’s goodbye to you, VW. I love what you do for me, Toyota Matrix (30.7 mpg on my first tank).
30.7mpg on your Matrix? You must be doing something right - the best my folks have ever done with theirs is 26mpg. While I agree that the mileage is a shade on the low side for the Rabbit, I will maintain that it is still a greatly equipped car. But 4 banger Toyotas don’t age well in the power department - my family has had 9 to attest to that. Turning off the AC was always our brand of turbo.
But the Touareg? I also agree that VW has strayed from what made the brand great. I have fears about them moving the brand “upscale”. I’ll continue to hold my breath.