VW shooting for the top again

There’s not much else that Volkswagen​ could have said that would make any more sense than this. The company recently announced that it wants to get serious about growing its sales in the US.

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There are plenty of reasons surrounding this announcement. First, there’s a lot of angry dealerships around the country to deal with. There are struggling sales numbers, including a 13 percent drop in the first quarter alone. The VW Passat is down 22 percent. It seems that the company has a number of lessons to learn in its road ahead to delivering strong US sales again.

One place VW could pick up some pointers from is from its own Audi division. The company has set a sales record figure for the 63rd straight month. The difference? Some would point to a total car experience. Yes, the Volkswagen models that arrive on our shores are practical vehicles, but Audis are witnessing demand that is based on the experience of their products. That is a sharp contrast to the vehicles that Volkswagen produces for the market. Therein lies the key to this conundrum. If Volkswagen desires increased American sales, they must begin to capture the imaginations and desires of American car buyers. First step, wipe the slate clean of the diesel cheating nightmare. Next step, start working on the types of vehicles and designs that are working for Audi. Electric vehicles may have a future, but the capability and design of the vehicles that the company puts out IS the future.

The good news for American buyers is that if the company pays attention to these facts, we may see great models emerge in the near future. However, it is possible that the company will follow the simpler track of competitive leasing and pricing options, with mild warm-overs of their existing cars. Another thing to consider is whether the company would want to impede on the success of its own child company by rolling out models with the same genetics that only have different badges on the hood. Time will tell.

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