In 2001 VW showed an intriguing concept of the Microbus at the Detroit Auto Show. Like BMW's update of the Mini Cooper, the Microbus concept was compelling both to an older generation that lived with (or in!) the 1960's original but also to a younger demographic.
A production version was supposed to be on the streets about now. Unfortunately, in 2005, the program was cancelled and there has been little word or rumor of it coming back. Apparently they are building “something” for the European market for next year, but it seems unlikely it will even be branded as a Microbus.
Considerable changes have happened in last few years. Large SUV's have fallen from favor, and manufacturers are scrambling to create crossovers with better fuel economy and retain the “lifestyle” image for customers unwilling to move to the minivan platform. The need for large capacity, though, remains unmet in these smaller vehicles.
The time for the next Microbus is ripe. In an era where product differentiation is key, and where marketers raid old model nameplates and designers search old parts bins for retro “cues,” the Microbus is pure gold. No one remembers the sluggish 0-60 times, the lack of driver protection in front-end collisions, or the iffy reliability of the original, nor should they. If BMW can package the MINI, a small “niche” vehicle into one of the biggest success stories in the decade, then certainly VW can tap into the demand for a unique and truly practical family hauler.
VW must build this vehicle. They must build it better than anything they have built before, to a higher level of quality to compensate for their brand image. They must pay close attention to detail, and give it a variety of powerplant choices to match the diverse group of potential buyers. And they must price it with a similarly wide range of models for various income levels.
VW can skimp in one area: marketing. The word will spread very quickly for pre-orders, and once those vehicles hit the streets the rest will sell themselves.
What do you think? Would you buy one?