Posted on Wednesday 16 January 2008
With the unveiling of the new CC four-door coupe in Detroit this week, Volkswagen has made clear its intention to expand into the prestige sector. Take the new CC for example. Things like its advanced safety features, self-park assist, and premium leather interior are just a few examples of the many premium features you wouldn’t expect to find in you every day V-dub.
It appears now that the CC could be just the first of even more premium models from the ‘People’s Car’ company. During a recent interview with Auto Motor und Sport, Volkswagen design boss Klaus Bischoff confirmed that the CC will eventually spawn a successor and that an additional model positioned between the CC and the current Phaeton will also be launched.
One problem we can see is that these new models are likely to cannibalize a significant number of sales of sister brand Audi, especially in the U.S. where both brands are still struggling for market share in their respective segments.
Another issue is that VW has already tried stretching its brand and competing against the premium German marques. Despite the Phaeton being respected for its advanced engineering, today’s image conscious consumers want something with a fancier badge. Would you ever cross-shop a VW with a Lexus or an Audi? Let us know in the comments.
cross shop a VW with lexus or audi? i wouldnt cross shop VW with lincoln or even ford. I think others would expect that comment from me, but seriously. i know toyota is having quality issues just like VW, but lexus, not so much. not lexus of america anyways. audi? u have to be kidding me. I’d prefer audi over BMW in many respects (the biggest reason is the RS models are the pinnacle in my eye. RS4: AWD 420 hp compact 4 door. if that engine is good enough for the R8, i’ll take it in my little power sled.
look, all in all, the only car that they havent had much trouble with quality wise is the phaeton, and no one wants that car (theres about 3 in my neighborhood). why would you pay a premium for an import that is built to equal or lesser quality than american counter parts?
judging from the CC, i’d say this next model will be stunning, but by the time it comes out, the next gen fusion will be out, the next mkz will be out (which probably wont be a rebadge but one stunning little car), the CTS (or perhaps even the CTS-V considering the asking price on the phaeton), and…. what ever chrysler has…. yeah lets not go there. I mean, if jazzy D/E class cars are your thing, there are options. the average consumer looks at VW favourably, mostly because they are an import, but i think that lexus and audi still hold more clout. simply because they never made the beetle.
Hasn’t Volkswagen learned from the Phaeton’s dismal acceptance in North America yet? VW seems to have long forgotten the segments that made it what it is. VW needs to wake up — and soon!
Look, I am a sales consultant at a Lexus dealership in Georgia and I have never had anyone comparing one of our vehicles to a VW. Audi? A weekly occurence. But if you mentioned a Phaeton to someone considering a LS460, they will laugh at you and ask for a business card as proof that you actually work at the dealership.
Steve, while I will agree that a VW might me a bit of a stretch when compared to a Lexus, a Lexus can NEVER EVER be compared to an Audi. An Audi is superior in almost every category, except perhaps reliability. However from interior trim, to safety, it trumps MB and BMW, thus Lexus is an easy beat!
Not my words, yet 87 publications, 14 world transportation government agencies and the only car company to have all six models, I repeat all 6 models, A2, A3, A4, A5, A6, A8 voted as safest models in their respective segment. Even MB nor BMW have achieved this feat. Live and learn, Lexus is a souped up Toyota, thus why in Japan, Lexus was only recently introduced, as most Lexus models were previously sold under the Toyota badge!
They are gonna have to go the Hyundai route & price it considerably less than its luxury counterparts. However, Hyundai does not have a luxury brand like VW does …