They’re on a little break right now, but Volkswagen plans to saunter to America’s door, flowers and chocolates in hand.
As the diesel emissions scandal?plods along to its buyback summary, the automaker plans to woo U.S. buyers with desirable products and a much less confusing brand strategy, Automotive News reports.
Volkswagen brand chief Herbert Diess informed reporters in Germany last week that the Ough.S. was still the target market primed for growth, but first the company must convince those buyers that it is different its ways, and that it’s ready with regard to commitment.
“We believe the USA has in fact the greatest potential for Volkswagen worldwide in the next 10 years,” Diess said, adding, “normally not in the near future, since we are starting from zero in the U.Utes.”
To counter a product sales slide, Volkswagen is planning a portfolio filled with the SUVs as well as crossovers Americans love, and which happen to be?very lucrative. An American-built?three-row Sports utility vehicle and a midsize SUV similar to the T-Prime concept?are among the items planned for the Ough.S. market, but that’s just part of the strategy.
The brand invested a good part of the last decade confusing purchasers on what type of company it really was?– premium, plebeian, a little of each??- so that needs to be worked out.
Diess wants to position Volkswagen as the go-to make of the “aspirational middle class,” that seems to mean middle-class people who simply want more. There’s some on every street.
What type that repositioning will take, or how the car maker will avoid walking on the toes of their premium brands, remains to be seen. Diess said a choice on the strategy will come in June.
As Volkswagen rests on its friend’utes couch in the U.S., about half from the company’s $18.2 million scandal fund will?end up being spent buying back or fixing up to 50 % a million U.S. diesel models, in addition to settling (or avoiding) lawsuits and financing environment initiatives.