Volkswagen Jetta SportWagen will be renamed Golf SportWagen Jetta gets… — Volkswagen 2016

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Volkswagen 2016

VW’s future: Jetta renamed SportWagen

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Michael is new enough to his U.S. assignment he’s still looking for a home in suburban Washington for his

But Volkswagen Group of America’s new CEO had a moment to waste getting his house in order.

Horn, who VW’s global aftersales in Germany before his appointment in met with VW dealers here 26 hoping to quell a near-revolt stair-step bonuses, shrinking and complex commands from the Judging by dealers’ reactions to his he seems to have succeeded.

A lot of the that we struggled with for the couple years have addressed, says Jimmy a longtime VW dealer from who has called for many policy as chairman of the brand’s U.S. council. And I’m confident as we work over the next few those will now be put to bed.

The changes will cost VW money, but they could buy team the time it needs to a major shift in the brand’s marketing tactics and prepare for an of the product lineup starting in

There are basically two key priorities, told Automotive News. One is the relations. And the other is to get the product to get to the next step. We’ve step one. We’ve this 400,000 [unit] and we’ll defend this. But we the next big step.

VW executives spent the past half marching toward the Mach 18 set by Volkswagen AG CEO Martin Winterkorn, include selling 800,000 VW vehicles in the United States by 2018. The brand took its big step in the United States 2010 to 2012, when it the Jetta compact sedan, mid-sized sedan and Beetle in rapid succession. U.S. doubled in three years.

Last year, a lull in caused sales to fall 7 to 407,704 units. Dealers and hope Horn’s background in will enable him to secure new that will allow VW to its momentum and compete with largest brands.

They want us from the U.S. to a consistent loud voice in to get our market demands done, said. That’s my job description.


Horn says he recognizes VW cannot keep up with top brands when it comes to spending. We are a market challenger, he and we don’t have gazillions of

So he’s asking his team to be tactical. This year, VW pivot to explaining what its vehicles apart, with meant to draw people to

For me it’s quite obvious we product advantages, Horn If the customers don’t know we have to make it more We have to explain ourselves.

will spend more to this message. In one change to dealers last month, the will match some of the that regional dealer combine for so-called Tier 2 in local markets.

The brand’s agency of record, Deutsch, has making some of these 2 commercials. Three were to dealers here.

Like his Jonathan Browning, Horn to build the VW lineup around North American-made volume the Jetta, the Passat, a reworked crossover and a new mid-sized SUV.

A freshened 2015 Jetta be unveiled in April at the New York show, a VW source told News. The Passat also get a facelift next year. A variant based on the fuel-efficient BlueMotion concept shown in also is under consideration.

Volkswagen 2016


The brand’s U.S. the Jetta sedan, will get a freshening for the 2015 model It will be unveiled in April at the New auto show.

Design of a new crossover is complete. Expect not revolution; VW Group of America CEO Horn says people who see it think: “This is a great-looking

The Jetta SportWagen, based on the hatchback, will be renamed the SportWagen for the 2015 model when the 7th-generation Golf and SportWagen go on sale.

2016 is big year

But Horn’s big will start in earnest in when the mid-sized SUV is slated to go on

The compact crossover will soon after. VW hasn’t that vehicle in public, but describes it as an evolution of the current and says it’s far along in and its design is quite finished.

A ramp-up of that product hold the key to realizing Winterkorn’s goals. VW sold 30,002 in 2013, while Subaru four times as many Nissan five times as Rogues, and Toyota seven as many RAV4s. The segment the Ford Escape and Honda sold about 10 times as units as the Tiguan.

Horn’s simply put, is to narrow gap.

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Volkswagen 2016
Volkswagen 2016
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