Volkswagen Takes Another Stab At Luxury With Refreshed Phaeton

Volkswagen has unveiled the revised Phaeton at the Beijing Motor Show.

Featuring a new look and technologies, the updated Phaeton builds on what is already one of the most advanced and thoroughly engineered cars on the road today.

Built in a state of the art transparent factory in Dresden, the new Phaeton features a new face, comprising a pair of bi-xenon headlight units complete with LED running lights and a new grille featuring two pronounced horizontal bars to lend the car a more imposing stance. Elsewhere, new front wings and a reprofiled bonnet are joined by a revised front bumper, complete with chrome strips and a set of LED foglights.

At the rear, a set of light units fitted with intricate lenses sit above a redesigned bumper. Finally, new alloys wheels complete the changes to the outside of the car. Inside, a new steering wheel and a colour electronic display ahead of the driver are joined by fresh trim finishes and, for the first time on a Volkswagen, the option of Google Maps on the RNS810 satellite navigation system. Feeding power and information between these and other vehicle systems are over 2,000 separate cables measuring 3.2 km connecting to 60 control units.

The air conditioning system on the Phaeton remains one of the most advanced in the world. As well as featuring a humidity monitoring function to avoid the vehicle misting up in all conditions, the Phaeton W12’s 4Zone climate control system is designed to be capable of maintaining a steady interior temperature of 22 degrees Celsius while the vehicle is at a constant speed of 186 mph in an ambient temperature of 50 degrees. While this situation is unlikely to be encountered by the majority of motorists, the climate control systems, aerodynamics, brakes , suspension, steering system and even wipers have been designed to cope with speeds far exceeding the norm of 0-155 mph.

The new Phaeton retains a very high level of standard equipment including 4MOTION all-wheel drive, Continuous Damping Control (CDC) adjustable air suspension, leather trim, satellite navigation, 18-way adjustable electric seats, a laminated finish to all glass areas and a total of eight airbags. Two wheelbase options will be offered (120 mm differentiating the two) and a choice of two engines – a 3.0-litre V6 TDI diesel developing 240 PS and a 6.0-litre W12 petrol engine producing 450 PS. The new Phaeton goes on sale this August with prices and specifications set to be announced nearer this time.

bmwdrvr - 4/22/2010 9:30:46 AM

+3 Boost

It will be interesting to see if Hyundai can pull off what VW couldnt do

Whelan - 4/22/2010 9:54:39 AM

+3 Boost

It actually looks like the last generation Audi A6. I would still say they should keep it out of the US market. Hyundai has the formula right. Build a big car with lots of luxury features but offer it at a great price point. VW's are already priced over the segments they are trying to reach and adding some options just makes them launch above the competition (and not in a good way). So offering this in their lineup again just seems dumb.

I would have rather seen them put the R&D and work into getting the Polo to the US shores and a new R32/R20 variant. Maybe even offer the R setup in the Jetta.

LexSucks - 4/22/2010 11:19:13 AM

+5 Boost

Given VW's reliabilty history, and this being a completely new model with more electronics than ever. I'm praying that this car doesn't end up being an electrical nightmare.

I95SPEEDINGTICKETS - 4/24/2010 10:09:56 AM

0 Boost

What Effing Reliability History.

I Live in a country where VW has the largest market share of Hatchbacks and there are NO RELIABILITY ISSUES.

Neither are the RELIABILITY ISSUES in Europe with a population of over 600 million people and again VW has a significant share of the Market.

The Mexico Manufactured VWs that are sold in the USA might have had issues but the Phaeton HAS NEVER BEEN BUILT IN MEXICO and never will.

upwards - 4/22/2010 11:47:49 AM

+7 Boost

Just let it go vw.

Agent63 - 4/22/2010 12:01:03 PM

+2 Boost

I've had a weekend in this car before and it blew my mind. If it wasn't for the badge you would never think it's wearing a "VW" badge. While it's not exactly on par as an A8 but the average joe wouldn't be able to tell the difference. It's very well made and fit and finish is on par with many luxury brands making vehicles of this size. It is much better than an Equus although I think that's a good car for Hyundai but it's value, this Phaeton is not. No Acura, Infiniti, or Cadillac can touch this level of solidity. I like it but I wouldn't buy one. Hell aren't we all badgewhore's? I'll take an A8 W12 long wheel base :)

Steve - 4/22/2010 1:16:08 PM

-2 Boost

The mistake repeats. Very few consumers will pay around a hundred grand for a Volkswagen, no matter how good it may be.

My suggestions to VW:
(1) Create a separate luxury/upscale division. Honda (Acura), Toyota (Lexus), and Nissan (Infinity) have shown you how to do this.
(2) Reskin your product so it *looks* the part, rather than looking like an Uber-Jetta.
(3) Enjoy the ride, because you have a great product that isn't selling well, solely due to the way you positioned it.

Agent63 - 4/22/2010 1:54:15 PM

+2 Boost

1) They do have an upscale division (Audi)
2) I think it's as good as you can reskin a car under the VW nameplate
3) It wasn't designed to cater to the mass markets like how the underlings are positioned. It's for a very niche crowd. What crowd that is I don't know :)

bmwdrvr - 4/22/2010 2:30:39 PM

+1 Boost

The phaeton was excellent luxury car bottom line the quality was there, the detail was there, but it looked like a big passat, and was priced right in line with its competitors that had way more cache. VWs cars for years have been more expensive than their competition so people are used to paying a premium for them but if anything they should be making a near luxury competitor or high end coupe or sports car the Full Size luxury class is about prestige, the 12cylinder luxury cars are certainly about simply presige why is VW even competing there at all. The fact that Hyundai pulled it off with the Genesis shows VW could have as well, people are already paying luxury car prices for the Passat and toureg why wouldnt they pay a little more but not 70-95,000 thats just outrageous

theoptimisticpessimist - 4/22/2010 1:30:19 PM

0 Boost

Keep it in Europe, it's a joke in the states.

Designer1 - 4/22/2010 2:53:28 PM

+2 Boost

It will fail, because it was just too expensive, why would anyone buy it and not the A8? since they're both the same car yet the A8 is much nicer.

Now this one looks closer to an A8.

Spectator - 4/22/2010 3:09:01 PM

+1 Boost

Great PR VW. No one has any idea your trying to go upscale again. And so you just drop a bomb like this and hope it works. Brilliant PR. And at the Beijing Auto Show no less. Couldn't do Detroit or Japan or Paris?

By the way plain and boring styling usually does not garner a primium. Just go to Hyundai and ask them how they moved upscale...because right now your just the "cheap" german car. Even your CC looks better and more modern than this Toaster with wheels.

Wake me up when you get a clue about design again VW.

uaw_lax - 4/22/2010 3:29:52 PM

0 Boost

lol

Willis - 4/22/2010 5:02:49 PM

0 Boost

Then new boxy VW design language is really beautiful, but it just doesn't translate well on the Phaeton in my opinion. I think the original Phaeton was a beautiful, underrated automobile. The new one is without question better than the original, but from a styling point of view it's like the new A8: underwhelming.

mpls - 4/22/2010 6:31:43 PM

+3 Boost

Pointless POS from VW.. does it now compete against it brother A8 ?

Willis - 4/22/2010 7:19:09 PM

0 Boost

It's not pointless nor is it a POS.

I95SPEEDINGTICKETS - 4/24/2010 10:14:36 AM

+1 Boost

"Pointless POS" would perfectly describe your comment.

Retard

Lexus - 4/22/2010 11:52:05 PM

+1 Boost

The biggest problem with the last VW Phaeton was mainly it price. VW want to charge the last Phaeton as much as the BMW 7-Series, MB S-Class, Audi A8 and Lexus LS460.

They didn't sale Jackwart and end up stop selling them in NA market. Offer the same feature like those mention above car and cut the price in by 1/2 than we definitely have winner.

mpls - 4/23/2010 8:49:21 AM

0 Boost

of course some suckers will fall victim and actually buy this car.. itll then drop in value like crazy.. and when it's sold off, end up being taxis..

280SE - 4/23/2010 9:29:11 AM

0 Boost

Has the face of a 2008 Ford Taurus.

mini22 - 4/24/2010 11:10:33 AM

+1 Boost

Heres what I don't understand.VW is building a plant in Tennesee to be able to build cars in the US,thereby offsetting the expensive Euro exchange rates. Their biggest problem which they admit is that their cars are too expensive and not large enough to compete with Camry, Accord, etc. VW already has many luxury divisions in it's empire. Closest mechanically is Audi. So what then is the point of this car in the first place. It has already failed once in the US market. VW will never get people to pay that much for a VW in the US.Even if it is relaunched at a lower price(frankly VW would have to lunch the Phaeton at Hyunday Genesis prices or lower)how are they going to make any money on it with the current exchange rates. This is clearly Pieches ego talking to the world. VW has positioned themselves(or should I say boxed themselves in) at the bottom rung of their car line offerings(in the US anyway-We don't get Skoda etc)so this is really a marketing ploy that makes no financial sense.Would it not make more sense to build this car in Tennesee at least if it should be built at all.

I95SPEEDINGTICKETS - 4/24/2010 4:37:42 PM

+1 Boost

I agree about the futility of trying to get US consumers to try VW

I also agree that they would loose money Significantly if they keep trying to please the USA market.

Audi has the right Idea. Just produce enough vehicles to service that market, do not sell at a price that will mean you are making a loss on each sale and forget aggressive Product Placement that will land you in serious trouble.

VW is doing just fine in Europe and Asia with their Lineup which includes the Phaeton so why waste money and time trying to break into the NA market ?