It seemed a good idea for Volkswagen at the time. Build a new factory in America, launch a dedicated new model, watch US sales soar from 270,000 to 400,000 units. But in mid-2013, the ramped-up euphoria died a sudden death as VW of North America started to lose sales and market share, a process which has continued to the present day.
In the first 10 months of 2014, VW sales have slumped 12% in north America to 301,000, according to the Automotive News Data Center - while every other VW Group brand has enjoyed growth.
What happened? Well, it seems VW failed to understand the fundamental expectations of the American car buyer, who requires constant surprises and delights, ideally both in terms of design and content.
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