Should Volkswagen Consider Bringing The Phaeton Back To The US?

Only if they can keep the price down. It's a fantastic car, but at the previous price level there are too many others that equaled or exceeded it.

I say why not?... I mean it should be a great competition against the Hyundai Equus if priced equally or even lower.

have to say its the most boring looking car over 70k.

Yes. That way I can pick one up used at a heavily discounted price. The last Pheaton was practically being given away in the used car market.

If they want to lose more money.........

Few people are prepare to pay close to $100K for a Volkswagen. Great workmanship, but looks like an Uber Jetta. Who is the market? Rich folks who can afford a Mercedes or a BMW 7, but insist on staying in the VW brand? Affluent folks who are HUGELY understated (I *want* a luxury car, but I don't want people knowing I'm wealthy or thinking I'm stuck up, so I'll get a luxury VW that blends in with ordinary people movers).

My entirely speculative guess is that Audi grossly miss-judged the market for this car, and invested over a billion in making it a reality. Now with over a billion in losses (incurred design and startup costs, compounded by sales that never materialized), Audi is desperately trying to figure out how to make some money on this thing. And selling it at VW prices (a loss), isn't the way.

They are seem to be doing fine with the Bugatti Veyron (which suppose they said lose money for every car sold) I said "who are they kidding?" They make money every time they sale a vehicle, if not their business goes down.

Why would anyone paid close to $100k when they can get just one of the following car out of this list: an Audi A8, BMW 7-Series, MB S-Class or a Lexus LS460l for about the same price.

Steve...I am bit puzzled. Audi AG has the A8L not the Phaeton. It is Volkswagen AG that made the mistake on the Phaeton not Audi. I do agree with you that Volkswagen misjudged the Phaeton only in terms of pricing and positioning. Otherwise, the car is very good. VW should have gone the Hyundai route and introduced it at a lower price point with a simple V6 or V8 and not a W12 option and marketed to undercut the S-Class and the LS and indirectly the 7-Series and A8L. But, I do not think Audi is that interested in the Phaeton considering it has nothing to do with the A8L and contrary to what you stated, Audi did not dish out a single penny on the Phaeton development. That was VW's loss. I think you have your companies mixed up there a bit.

@VISO: Of course you are correct, that it is parent company VW who own the subsidiary brands. In my haste, and with my mind on "VW already has a luxury brand, Audi", I incorrectly typed "Audi" instead of "VW." My error.

@Lexus: The Veyron "works" because it is a separate brand, and because it is on the pedestal of "world's fastest production car." The Phaeton lacks distinction, other than being the world's most luxurious and expensive Volkswagen. And few consumers are interested in paying for that. This explains VW's massive disappointment with respect to Phaeton sales.

I had the pleasure of taking a W12 Phaeton down I70 from vail in the Colorado Mountains. The experience was incredible. I'm just not sure there's any financially responsible justification for bringing this thing back.

I will say - VW dealers treat phaeton owners like the pope.

Seriously though people who complain about the price of a Phaeton have never driven one. It is worth its price and some more, if it had the turbocharged W12 engine from the Continental Flying Spur, I would take it well before the Bentley. It even feels better built than the Bentley, no joke.

I hope they bring the Phaeton back to the US. Having own a 2004 model I can say it was overall the best large car under $100K at the time. The 7 series and S Class were very good but the Phaeton was the best in class. It's too bad the uninformed could not get over their badge envy.

And as far as the look of the car goes, those who want to be flashy, so be it. There are a lots of us millionaires that do not want to show off but did enjoy the value, luxury and low profile that the Phaeton provided.

Granted, VW did not do a good job marketing the Phaeton, but the market is viable especially in this economic environment.

BTW-the Phaeton is based upon the Bentley Flying Spur not the Audi A8.

Finally, it never ceases to amaze me how the critics continue to know how to run an automotive company. I just wish all the smart critics would decide to pool all their money together and either start their own company or take over a company and then they could produce the cars the way they want. Ahh, but critics are critics because they can't be anything else.

As for me, I believe in choice to make the decision of what car to buy and am hopeful that the Phaeton is reintroduced into the US market. If VW feels they need Phaeton in theit US lineup, so be it and we'll all be better off with another choice.

If my sources are credible the remodeled Phaeton will be based upon the Pamamera floor pan rather then the Bentley floor pan. That would be something I'd like to see and possibly own. I hope its true.

Just my $0.02

No

I second. A definate no!

It is not as simple as (i) is it a good ride, (ii) it is a nice ride, for the money or (iii) it is a nice ride, but not for that kind of money. VW cannot be competing with Audi. Thus, assuming the perception is that it is a true luxo sedan and it is priced to sell it runs the risk of cannibalizing the A8. If, on the other hand it is not priced to sell, how does a buyer justify not buying the A8 instead? Nobody will ever confuse a Jetta with an A4 or a Passat with an A6. But, it is clear that VW want to market the Phaeton as a top of the line vehicle, thus inviting the inevitable comparison and competition with the A8.