German Car Zone

The next-generation VW Phaeton will definitely return to the US!
This was unveiled by nobody else than Dr. Winterkorn in an interview with Financial Times Germany during the annual press conference.
He stated that being successful with a product means to sell it everywhere, including the USA.

He also said that VW is looking for a complete re-positioning of their models, including the VW Phaeton, to revive the models. Most probably that means that the VW Phaeton will be positioned cheaper. Interesting news, stay tuned, we will keep you informed.

http://www.germancarblog.com/2007/03...ack-to-us.html

I hope this time, Americans stop being so superficial and now judge this car by the merits of it and not by the badge.

The Phaeton is Brilliant.

Couldn't agree with you more.

Yeah, but VW by all means will try their best to keep prices low... Sources indicate a base Phaeton with a US50-60k whereabouts price tag. Which makes is a value proposition compared to even the 5er/E-Class/A6.

Expect to see a SWB V8 or even a V6 - for diesels, a V6TDI. My guesses only though.

Pinning the blame on American consumers is a stupid and seriously ignorant idea. It's not our fault there was absolutely NO marketing for the car, and a piss poor dealer training. Had those two things changed then things probably would have turned out a little different. VW's are marketed here as if they're being sold as play things, not sophisticated pieces of machinery.

That is all true Deutsch. I think some of us (including me) have been unfair on the American public, with regard to the Phaeton, in the past. The thing is, it has not done particularly well in most markets. The US market is also treated differently by the European manufacturers -- they market themselves differently in the US.

Brands like Mercedes have capitalized on, what seems to be a common attitude among many Americans, that European products are exclusive and stylish and generally more sophisticated than their American or Asian counterparts. Although I think this attitude is beginning to change, many Americans view certain European brands as luxury and status symbols .....VW has a very strong image but not as a luxury product ...it is absolutely understandable that the market did not respond well to the Phaeton. Some of it might be snobbery, but I think it is more the result of VWs successful marketing in the US over many years, as a democratic and utilitarian brand. If people are going to pay a premium price, they also want the brand to fit the image as well ...it really is a matter of adjusting very strong and ingrained product associations ...and that takes time.

I agree Deutsch, marketing and dealerships are of pole importance in contributing the future successes of the Phaeton.

Rob, do you think if VW marketed itself from now on as a semi-luxurious brand rather than a utilitarian brand, the Phaeton would work? I have optimism for this, especially so since the rest of their products aren't exactly cheap nowadays. The Golf, the Passat and the Treg have all become 'upmarket' of their segments IMO. A change in marketing strategy would bold well for the brand as a whole, not just for the Phaeton.

I think this could work James. I think consumers are becoming more sophisticated and will be able to accept that brands can be multi-faceted. It is well accepted that Mercedes makes cars like the S600 but also public transport busses, ambulances, vans, and small city cars -- I don't think this tarnishes the prestige image of Mercedes at the luxury end of the market.

I seriously can't see why VW could not be accepted in the US market as a premium car manufacturer who also produce high quality 'affordable' vehicles. I believe it really comes down to a clever marketing strategy ...there's nothing wrong with the products.

Clinical definition of insanity, anyone??

But to be fair the car looks good.

Seems a good idea, I can see the US being a large market for this car!

If VW get this right, this car could become a bigger passat which is better in every way, a bit like skoda have done by having a octavia and a superb!