VW is in an awkward position in the US market.
It has higher costs than Honda or Toyota, so it needs to sell its products for more money and can only do this by positioning itself as a premium brand.
Not too many buyers seem to regard VW as a premium brand and a long-running reputation for poor reliability relative to the Japanese brands doesn't help.
VW is also reputed to have a horrible dealer infrastructure.
All of this can be fixed, but it will take some serious attention from senior management.
There was a time when VW was the largest selling import brand in this country, but that was a long time ago.
With the right management and attention, VW could be a much larger player in this market that it has been for the past forty years.
They either need to get serious or get out.
It has higher costs than Honda or Toyota, so it needs to sell its products for more money and can only do this by positioning itself as a premium brand.
Not too many buyers seem to regard VW as a premium brand and a long-running reputation for poor reliability relative to the Japanese brands doesn't help.
VW is also reputed to have a horrible dealer infrastructure.
All of this can be fixed, but it will take some serious attention from senior management.
There was a time when VW was the largest selling import brand in this country, but that was a long time ago.
With the right management and attention, VW could be a much larger player in this market that it has been for the past forty years.
They either need to get serious or get out.