If You Were In Charge Of VW, What Would You Do To Get Them Back On Track In The US?

I'd keep paying off the magazines.

....OH WAIT, they're already doing that.

Learn from Toyota. Build a basic 3.0 liter V6 and 2.5 liter 4 cylinder. No turbos. Make sure all engine components are iron clad. Starters, fuel pumps, HVAC components, electrical, etc. Do not change or redesign these parts for years. Forget about BMW and MB. Design for a younger market. Microbus concept. Up convertible.

Clean up the dishonest dealer network, focus on buying experience. Oh yeah there is that nasty reliability issue.

Fix braking, electrical and steering components or change the sources thereof; borrow performance engines from Audi; upgrade Jetta and Passat NOW!, then rest of lineup; understand that sales in the U.S. can't depend on beetle or a racy Golfs; replace Tiguan completely; upgrade interiors all across, even if it means to still be simple and low key; dump dishonest dealerships and sales force; give it time before comparing itself to the Japanese; stop with the German overkill; and keep the sign and drive sales event!

Make better cars. Stop charging luxury prices for cheap crap.

Take some risks. Get rid of the fuddy-duddy styling. The designs look down scale and VW is charging premium prices. The Koreans are eating VW's lunch with more daring designs, more content and much lower prices.
The German's think they know better and that we are the unsophisticated dunces...they should think again and look inward. You get the market share you deserve stupid. It is that simple.

The new Golf/GTI: Car & Driver & Automobile 10 Best cars/All Star list...some of the words used to describe the new Golf/GTI: the only car you'll ever need, solid and as well built as a Mercedes, Audi- like interior that's even better than an Audi, fun to drive. excellent powertrain. Apply this to the rest of the line up. The Jetta and Passat are very stale - aside from the new 1.8T, what is the compelling reason to purchase them? The Beetle, once iconic but could be more daring or individual.

Reliability is Job #1

Quality is Job #2

A 10 year / 100K mile warranty is Job #3,

Gorgeous styling is Job #4.

Then...

Ditch all the ghettolicious names like Tiguan, Touareg, Lavida, Tarshunda...

I'd source an UP from China for US market with a base of $13K for a 5 door and a loaded UP GTI for $15K

I'd source a Polo built in China for US market with a base of $15K for 3, 4, 5 door versions with GTI/GLI forms starting at $17K.

i'd do a PoloCross SUV from China with a base of $17K in FWD form.

I'd source a Jetta range built in Mexico for US market with a base of $17K for 3, 4, 5 door versions with GTI/GLI forms starting at $20K. I'd drop the Golf name completely.

i'd do a JettaCross SUV from Mexico with a base of $20K in FWD form.

The Jetta R in 3, 4 and 5 door versions would have a base of $25K.

I'd do an MQB Passat from Chattanooga with a $23K base.

i'd do a PassatCross SUV from Chattanooga with a base of $27K in FWD form.

I'd do an MQB Santana sedan from Chattanooga with a base of $32K to replace the CC.

By making the SUV variants use the "sedan" name is free advertising for the sedan. I'd use GTI as a trim level NOT a model.

The Amarok needs to be built in the USA or Mexico.

A mid-engined VW Storm two-seater with a 1.5T to be shared with Audi as an R2 with different sheet metal would inject excitement.

A Scirocco in front engine/rear wheel drive form with a 2.0T to be shared with Porsche as a 922 with different styling would be good for both brands.

A VW Static 5 door in hybrid, plug-in hybrid, and EV forms would round things out.

A VW Electron minivan in hybrid, plug-in hybrid, and EV forms would ice the cake.

BUT...

Reliability is Job #1

Quality is Job #2

A 10 year / 100K mile warranty is Job #3,

Gorgeous styling is Job #4.

Ive had quite good reliability with my 07 GTI.(made in germany)Its quality has been good too. A long warranty would be great. I think they need to bring the Scirocco back as rwd or awd . They need to make it even more distinguished than the GTI. I think a Corrado coming back as a sports car would be great as well. The Jetta should go back to its performance roots and styling. It looks too much like a toyota. No Phaetons. A mid engine car would be neat, but I dont see it happening, let alone with Porsche-Audi. They barely seem to play nice with each other. I doubt we will see a Porsche 944 style entry level car come back. I think its more likely to see an upscale Vw performance coupe happening.

Fire the ad agency - they are producing the lamest car commercials on TV. (And for many, many years now). Their messaging simply promotes the idea that VWs are goofy cars for goofy people. (Where is the excitement?? What will buying a VW product do for ME??)

The 'German Engineering' pitch ran its course a long time ago. For most Americans buying cars at the Jetta / Passat / Golf level, this just isn't resonating.

And yes, come up with all new names for the cars. 'Passat' 'Tiguan' and 'Phaeton' will never connect with American buyers. And they just aren't sexy.

I actually really liked the "Un-pimp ze auto" commercials of old.

THOSE were clever.

VW cannot succeed until it gets past its Gestapo mentality that because it's German it's infallible. VW needs to know its place: entry level and it needs to be HUMBLE about 20 years ago. VW needs to know it's price point: advantageous and stop the idiocy that VW is premium...it so isn't. VW needs to embrace reliability better than anyone, but at an entry-level price. If VW reliability is not the best the I say burn them in hell. VW needs to realize that it needs 100% American management to call the product shots even if that pisses off the snotty European customers and/or Piech's kneeled down, eager-to-pleasure-him, receptacle people.

VW= the new "old" GM and is heading for implosion.

The Golf and Jetta are starting to improve in sales. The question is can this be sustained. Have they improved reliability? Have they improved styling? Are their prices competitive? Are vehicles have enough standard equipment to compete with the competition? Are there enough small cars and small crossovers? Does VW study their completion to see what they have in model offerings? I think you would have to say "no" to most if not all these questions. The question I have is why VW has not done this? Why aren't more models built in Chatanooga? It seems almost too obvious that WV should know what to do. They know what their competition sells in the US. They know what a Ford Fusion is and a Mazda 6 is. They know what these vehicles cost. They know what a Nissan Juke is, a Honda HRV is, and what the new Mazda CX3 is. They also know what these vehicles are going to be priced at. They know what a Toyota Rav4 is, they know what a Nissan Rogue is, they know what a Honda CRV is. They also know what a Mazda Miata is or a Scion FRS is. They know what a Mini Cooper is and what a Fiat 500 is. My point is the competition has laid out the basic "blueprint" for the kinds of vehicles that should be in VW Of America's fleet. There has got to be a management problem in Wolfsburg that is not willing to listen. It is not the fault of management in the USA. It is more than not understanding the US market. Rather it is an unwillingness or a refusal to understand the US market. The fault lies with Wolfsburg plain and simple. It lies with Winterkom an Piech in my opinion. It's almost like VW cannot build or price a car less then any Audi and is unwilling to do so. I have a feeling that unless things change and improve radically VW will close down operations and will ultimately expand Audi to sell cheaper models in the US.

The Golf and Jetta are selling only with HEAVY "incentivization" i.e. VW is plowing money from markets where it is profitable and buying market share at all cost in the USA and Canada.

Burn it down and start over.
Remember it was low cost and good quality that got the brand moving

VW needs to get it through its thick skull that it is NOT an upscale/near-premium/premium brand in the minds of consumers. To consumers, VW is a Hyundai-level brand with Audi-level pricing and pre-GM Daewoo reliability.

a golf based diesel pickup truck?
Gotta have a bumper to bumper 100000mi/10year warranty, God knows it will be back for frequent service, at least admit it up front.

Microbus. The 2001 concept was perfect design-wise, down to the bold 2-tone paint. Make it truly outstanding mechanically and shock the market. AWD available. Range it from washable vinyl to premium leather. Gutted version for camper mods. TDIs and gutsy turbos.