VW’s Jetta Refresh and New Golf Aim to Revive Slowing Sales
Volkswagen (VLKAY.PK) has been having some issues of late in the United States, and while its estimates for its diesel sales in 2013 proved to be too conservative — the popularity of the TDI line surpassed even VW’s own projections — the rest of the lineup has been leaving something to be desired against renewed competition.
Perhaps buoyed by the success of Toyota’s (NYSE:TM) Camry or Honda’s (NYSE:HM) Accord — two decent cars that will get you where you need to go but are a part of the definition of “simple” — Volkswagen’s latest offerings haven’t held the same kind of character that the brand has been able to rely on in the past. The new Jetta and Passat, two of VW’s biggest sellers in the States, are both nice cars, but they’re sleepy and, in comparison to some hopped-up competition from General Motors (NYSE:GM) and Ford (NYSE:F), decidedly dated looking.
VW knows it and has been shuffling its executives around in its North American operations to address the issue. Additionally, it will be some closer attention to some of its most important models.
First, the Jetta Sportwagen, for next year, will be joining the new Golf family, leaving the Jetta to serve alone as a sedan. The MkVII generation Golf will be introduced later this year first in GTI form followed by a conventional Golf, the electric e-Golf, and the Golf SportWagen early next year.