#NAIAS: Volkswagen Tires Of Irrelevance In The US - Devotes $3.3 Billion To Gain Respect

2 More SUVs won’t cut it. A cheap little car pickup like the Rabbit they had in the early 80s will sell tons. So will a camper van they already sell in Europe.

I agree.
I'd also kill the Passat and the Arteon and find a way to sell the Amarok against the Tacoma, Canyon/Colorado, and Ranger to the penny--of less even--when comparably equipped

Until VW can somehow convince the people of the USA that their cars are reliable again - which they are NOT known for -and easy and cheap to fix - which they are not known for - I cannot see VW making any kind of presence in the US Market - even if they sell them cheaper than the Koreans.

VW BLEW it by trying to take VW upmarket - and has now a Brand that no one knows where it belongs. The people who accepted VW as an entry level vehicle based on the "original" Beetle - were turned off by the high prices. The people who bought at the high prices were turned off by the horrid reliability - and lack of prestige as well. (A camper does not sell in enough volume to make a difference).

Frankly - the people in the USA accept poor reliability from some - like FCA - because of the brands - but VW as a brand has NO special allure. Maybe if VW brought SKODA over here - and sold it as an entry level - that MIGHT work _BUT _ they would have to compete with the Koreans on content - making profitability a question. I doubt VW (The brand) -makes money here in the USA - and Frankly if I were running VW I might do as GM did in europe -= pack up and leave - and maybe when the smoke clears a few years down the road - they can buy themselves back in by buying Mazda or something like that.

Tom: +1. I'd also add: Start treating your customers like you like them and value them.

VW also needs to treat its dealers better. VWAG is NOT a good business partner to its dealers. Not even remotely.

Having managed a VW dealership the last 14 years I can assure you they are not taking care of their dealers... the owners palms get greased but everyone else gets screwed its so bad that you can submit a sold order with proof and they wont build the car until they feel like it last year I had numerous sold orders take 6+ months to get built while the exact same cars(different colors) were being built for stock.. They dont have a clue about what the American market needs or how to take care of us the "New Jetta" is a perfect example its pitiful

Good luck, I have watched multiple big fans abandon the brand after ownership experience, they don't even move to Audi.

Well, it costs NOTHING to stop giving your cars stupid names. Let's start there.....

@cidflekken what a hateful bully you are! VW purposefully chooses names from contestants at a Chicago STD clinic to show their tolerance. The latest VWAG company naming idiocy is "Kamiq".

VW has to first develop rectitude, ethics and integrity to gain respect. Throwing billions of dollars at the 'no respect' problem only makes their position more vulnerable and culpable.

VW has to become something foreign to them: "VW has to first develop rectitude, ethics and integrity to gain respect."