Volkswagen’s struggles to sell cars in the US market at anything close to the rate its mainstream competitors are managing are well documented. Try as it may, the German manufacturer has been unable to punch beyond the niche of cars for people who want to be different and are willing to pay a little extra for the privilege. Its list of faux-pas is long: from bungling the local production of the Golf/Jetta in the 1980s that lead to myriad quality issues, through trying to sell cars that were too small and too expensive for the US market, all the way to missing out on the crossover wave. While the “right-sized” US/Chinese Passat and Jetta helped matters a little bit in the early 2010s, these cars have since slid back behind their competitors in terms of sales and appeal.
So, this might be the right time to try something drastic – rather than develop more US-specific cars or struggle with their Euro-centric line-up, VW should take Skoda’s mainstream offerings, rebrand them as VWs in the US and watch as they fly off the shelves.
Sure, this is by no means a new idea, but arguably now it’s more true than ever, for five reasons: