Close

Results 1 to 4 of 4
  1. #1
    Join Date
    Jan 2010
    Location
    SoCal
    Posts
    117,756
    Rep Points
    31,551.1
    Mentioned
    2064 Post(s)
    Rep Power
    316


    Reputation: Yes | No

    Volkswagen confirms second generation Phaeton is coming, mistake? Set to share Panamera and Bentley platforms

    The first generation Volkswagen Phaeton was a failure. The idea of a high end Volkswagen luxury sedan is good on paper in the sense of increasing brand awareness and perception. But why buy a VW priced like an Audi A8 when you can just buy the Audi A8? And herein lies the problem with the Phaeton for Volkswagen. Will things change with the Phaeton sharing Porsche Panamera and Bentley platforms?

    The VW Group already announced next generation Bentleys will get Panamera underpinnings. This won't make for a very cheap sedan however. Especially with that platform possibly being used by Lamborghini as well. Clearly VW wants to get their moneys worth but this may not be a good idea.

    VW expected to sell 20,000 Phaetons annually with the first gen model. In four years, only 25,000 were built and slightly over 2,000 were sold in the United States leading to large depreciation. VW may want to evaluate if it is worth doing this again. They have the premium brands for premium priced cars. The fact of the matter is, nobody wants a premium priced Volkswagen seemingly other than the Germans. We will see what happens but this is likely history repeating itself.

    Click here to enlarge

    Source

  2. #2
    Join Date
    May 2011
    Posts
    168
    Rep Points
    219.9
    Mentioned
    3 Post(s)
    Rep Power
    3


    Reputation: Yes | No
    I remember Piech at a press event before the VW Phaeton and BMW 1-series launched. He said that moving a brand like VW upmarket is much easier than moving downmarket like BMW. I think we see who succeeded in that challenge and who failed (BMW's M brand dilution nonwithstanding). At the time, I thought Piech had lost touch with reality, and he hasn't done anything to convince me otherwise since then.

  3. #3
    Join Date
    Jan 2010
    Location
    SoCal
    Posts
    117,756
    Rep Points
    31,551.1
    Mentioned
    2064 Post(s)
    Rep Power
    316



    Reputation: Yes | No
    Click here to enlarge Originally Posted by andrew20195 Click here to enlarge
    I remember Piech at a press event before the VW Phaeton and BMW 1-series launched. He said that moving a brand like VW upmarket is much easier than moving downmarket like BMW. I think we see who succeeded in that challenge and who failed (BMW's M brand dilution nonwithstanding). At the time, I thought Piech had lost touch with reality, and he hasn't done anything to convince me otherwise since then.
    Moving upmarket is easier? He said that?

  4. #4
    Join Date
    Apr 2010
    Location
    HG Motorsports
    Posts
    385
    Rep Points
    512.7
    Mentioned
    1 Post(s)
    Rep Power
    6


    Reputation: Yes | No
    Sounds like something an insane person would say, of course it's easier to move downmarket. BMW was already established as a premium, sought-after brand so it was obvious that the 1 series would sell like crazy when you suddenly make this brand available to a whole new group of buyers who couldn't afford to buy a BMW. I fit right into this camp, I bought my 135i specifically because it was $12,000 less than a 335i (when specced the way I wanted them) and the 3 was too expensive for me at the time.

    As for the second gen Phaeton, I hope they price it a little lower but I truly have high hopes for this car. I don't care if the first one sold poorly, it was a great car.

Tags for this Thread

Bookmarks

Posting Permissions

  • You may not post new threads
  • You may post replies
  • You may not post attachments
  • You may not edit your posts
  •