Volkswagen Attempts to Reach 800,000 sales on the US Market
September 28, 2010 Leave a comment
In the middle of September Volkswagen unveiled its plan to reach 800,000 sales yearly in the US by 2018. The attempt to boost sales will be supported by launching three key models onto the market: the Jetta, Beetle and a still-nameless mid-size sedan manufactured at the new plant based in Chattanooga, Tennesee. The company’s new strategy has been announced by Jonathan Browning , the chief executive of Volkswagen Group of America, the US unit responsible for promoting and sales of Volkswagen brand in States. Officially, Browning will take over the new post Oct.1 and he has the tough job of cracking the US automotive market. He is definitely going to be under pressure to increase revenues in the US, where the company faced losses for a few years. The daring plan that has been worked out includes surpassing Toyota as the biggest car maker and increase the volume of sales in the US to one million by 2018 (altogether 800,000 Volkswagens and 200,000 Audis).
The new strategy, according to Automotive News, would also include a shift in price, from the current 10% above the US and Japanese competition to 5% which still allows Volkswagen to prevail on the market as a premium brand.
Jonathan Browning succeeds Stefan Jacoby, who is now going to head Volvo worldwide, running global operations. Browning’s appointment coincides with the launch of the redesigned version of Jetta, tailored specifically for the US market. The 2011 model is 2.9 inches longer than the version from 2010. It has a wheelbase of 104.4 inches and the overall length of 182.2 inches which gives some extra space for the rear seat. The line comes with three models: the base S model, the SE and the SEL. They have all been equipped with air conditioning, six airbags, power windows and locks, a four-speaker stereo with a CD player, stability control and antilock brakes.
The SE and SEL as more exclusive models have been additionally equipped with bigger tires, wheels and cruise control; SEL model has also got navigation system, a trip computer, fog lights, keyless push –button start and a power sun roof. Some say that the 2011 Jetta is the first vehicle in the history of that particular model, that serves as a truly family car but at the same time it is affordable for first-time buyers.
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