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/vw-phaeton-coming-back-to-us.html :eusa_danc
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.
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.
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!
VW should can the whole Phaeton project. Don't get me wrong, it seem to be a great luxury car but they VW board have to understand that nobaody want to pay 70k for a VW, the same way nobody wants to buy an expensive Daewoo TV-set or 6k Diesel watch. You simply have got to stick to your target marketes where your brand doesn't fit in.
I appreciate tha Americans ever since the 3er became the best selling luxury car... Anyway, I think it's great that the Phaeton will cost 50-60k. It just feels like the right price for a VW.
I would say the failure is on both parties: VW with the above mentioned Marketing & Dealership services & Past History in US with Reliability. Majority of American customers not taking Phaeton seriously as a Luxury car (badge snobbery), past reliability history and Dealership services could play a part in this. Anyway the Phaeton will be released once VW revitalises the US market with new products and marketing
I think reintroducing this car in the US through the existing VW dealer network is a serious mistake. I understand that the pricing will be different. I also understand that the Phaeton is an incredible vehicle. But the fact remains that dealers are, for the most part, simply unequipped to handle sales and service of such a vehicle. Customers in this price/vehicle class demand a different experience. I have serious doubts about VW's dealers being able to accomplish that. Until that changes, the Phaeton will siffer the same fate this time around. I once discussed the Phaeton with my dealer's head tech. He said after a few days of schooling on the model he felt like his "head would explode." This from an intelligent man who has been servicing vehicles for years. I sincerely hope that I am wrong about this. Chris
Yeah I'd have to agree that this would be a mistake, as much as I'd like to see the car return here. I just said in another thread that VWoA wouldn't even think about selling the biggest VW here again and gasp(!) now this. Uh oh. I've said all along that the dealers and price were the reasons why the car flopped here. I would bring over the SWB model V8 model and price it right on top of the E550/550i, about 59K with more standard equipment than either. The LWB model would be about 65-66K with a ton of standards that really shame the E/5. Yes I realize that the Phaeton is a bigger S/7-Series type car, but it can't possibly sell against that, may was well punch out the lights of the E/5-Series....getting buyers who don't care about the sportier nature of those cars (there are plenty), but who want S-Class/7-Series features and comfort for E/5-Series prices. Don't bother with the W12 version, nobody is going to play 90K for a VW no matter how much cheaper that may be compared to a S600 or 760Li. VW's dealers have been a big problem for years and years so a Phaeton revival would depend on a re-invented dealer body, not gonna happen. Brilliant car, but all-wrong on nearly every other front. Taking VW upscale in this country is a mistake. Providing the alternative to MB and BMW is Audi's job! M
The funny thing is, VW really believed the Phaeton would be popular because it was a VW. They felt that affluent younger people would be attracted to the Phaeton because it does not carry the conservative image or the usual social connotations other luxury brands do ...it was slightly non-conformist. I guess they felt late baby-boomers and Gen X would be more open to the idea of a luxury 'peoples car' ....it seems they were wrong. Ironically, in my opinion, Gen X and Gen Y are too vain for the Phaeton: generally, they are far more attracted to brands with unequivocal social-status; revering unambiguous symbols of success and prestige -- brands which communicate their status-value explicitly to onlookers. Unfortunately, the Phaeton gives off mixed messages -- its image might be too ambiguous, too unclear, for its intended market. Earlier, I said I think consumers are beginning to appreciate that a brand can be multi-faceted -- maybe this is not the case for many consumers -- I guess time will tell.
Some Phaeton owners over at VW Vortex are toying with the idea of allowing servicing to be done at Bentley dealers... It's a plausible solution, but you pay a premium for servicing and the well-manicured gentleman at Bentley would scarcely want to entertain a Phaeton... Even though they are technically very similar.
A very aggressive market strategy and sales force is needed to sell the Pheaton over here in the US. It is not like a new Benz which will sell like hot cakes just by standing in the showrooms. VW need advertise test drives in magazine and on TV, and simply try to get people to drive the Pheaton. That's the only way to get potential customers to realise how good of a value the car is.
