Volkswagen to go luxury again

Volkswagen wants to die.  Of this, I am convinced.  The current rumor ( as yet unconfirmed ) is that the new CEO is interested in trying the whole wannabe luxury brand thing.  You know, jacking up the prices on the brand, without adding the content. 

The whole concept of Volkswagen as a luxury brand is ridiculous.  Remember, these are the folks that brought us the Beetle back in the day, and there are still Beetles sitting on VW’s lots today.  Volkswagen is a company that is supposed to create low-cost, economical transportation.  That is all.  Trying to sell $90k Phaetons or $40k Passat W8’s is stupid.  It didn’t work before, and it won’t work again.  If VW ever wants to return to profitability, they need to get over the whole luxury car idea.  They have Audi for that – leave it be.  Make cheap cars that get good gas mileage, and they will sell.


Published on February 7, 2007 in Volkswagen

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