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Originally Posted by kovachian Two words: Brand image.
Volkswagen has always been known to make cars for the proletariat and Audi is more upscale. Even though the Phaeton breaks away from the conventional mold and is even a bargain, most people who fit the intended demographic aren't looking for bargains; they're looking for a status symbol and a VW badge can't foot the bill, no matter how nicely appointed it is. Not that I agree with that mindset, just calling it like I see it. |
Yes, that was Piëch's greatest error of judgment. We live in a very image conscious, brand savvy, and status-orientated global culture; the Phaeton was aimed primarily at wealthy generation X-ers -- with the belief that they would be attracted to the more Egalitarian image of VW over Audi, BMW, and Mercedes -- it seems that was a great misunderstanding of the market.
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