The Volkswagen Taos is absolutely new, but because the company knows that it is always good to offer stuff, it has rolled out with “Basecamp” components for the compact SUV.
The components—thus far, at least—aren’t about, well, camping, base or otherwise.
Rather, they are about making the vehicle have a more-rugged appearance.
“Our goal is to build on the vehicle’s dynamic exterior design and provide customers with an extensive catalog of accessory options that cater directly to their desires for distinctive styling and functionality,” said Hein Schafer, senior vice president of Product Marketing and Strategy at Volkswagen of America.
Specifically, there are things like front and rear fender flares with integrated splash guards, lower door side plates, and a Basecamp badge for the front grille.
While those elements are clearly show, not go, what is completely functional and then some are the Rubber MuddyBuddy mats.
Yes, that’s the sort of stuff that gets on one’s boots at a basecamp.
There are jokes. And things that fall flat. And things that have consequences. And something in between. Which isn’t particularly good.
By Gary S. Vasilash
“You’ve got a spider on your head!”
“Taylor Swift is on the phone.”
“There’s a unicorn in the backyard—come see, quick!”
Today in the U.S. people of all ages are saying things like that. It is April Fool’s Day.
For the past several years automotive companies have been participating in pranks. They distribute news releases on April 1 describing things from flying cars to flux capacitors.
The more plausible, the more funny they tend to be.
Earlier this week, on Monday, there was a “leak” that Volkswagen of America was going to change its name to “Voltswagen of America.”
Reporters contacted sources that substantiated that yes, VoA was going to be doing that. The rationale was that it really wanted to emphasize that it is going to be an all-electric brand.
Right now VoA has one electric vehicle, the ID.4.
On Tuesday, the company sent out a news release with the headline:
Voltswagen: A new name for a new era of e-Mobility
The opening sentence: “Today, Volkswagen Group of America, is unveiling the official change of its U.S. brand name from Volkswagen of America to Voltswagen of America.”
There was a link to the company’s media webpage.
(Those of a grammatical bent might have thought there was something awry because of that second comma, which shouldn’t be there.)
The dateline on that release: “Herndon, VA, March 30, 2021.”
Herndon is where VoA is headquartered.
Now the company is claiming that this is all an April Fool’s joke.
–April Fool’s Day: April 1, 2021
–VW press release: March 30
–VW denial: March 31; the press release was scrubbed from the site
If it is a joke, then it wasn’t very well executed.
If you told your significant other, who was going to be leaving for an important meeting, that their car had a flat tire and then said “April Fool’s!” when it was March 30, you probably would be spending that night on the couch.
There are those who say that this isn’t a big deal, that it is simply something along the lines of P.T. Barnum’s “I don’t care what the newspapers say about me as long as they spell my name right.”
But in this case, the name wasn’t being spelled correctly.
The people trying to minimize this say that “regular people,” not those who are obsessed with the auto industry, probably don’t pay much attention to this.
I would suggest that this story had national attention and while it didn’t shake anyone to their core, “regular people” heard “Volkswagen” and words associated with denial and retraction.
Maybe the last time they heard the word “Volkswagen” on their local news “diesel” was linked to it.
VW’s market share in the U.S. is small. The company, which is #1 or #2 in Europe, depending on the month, is way down the list in the U.S. market.
The people in Wolfsburg are probably quite frustrated at this.
VW is going electric in a big way. So far that big way is in Europe and China.
In the U.S., not yet.
But this whole thing has done nothing to improve its reputation in this market.
And that’s the problem. They need to get people into dealerships to buy vehicles to increase their market share. One of the ways they could do this is by selling more EVs.
I’ve driven the ID.4 and I think it is a very good car, something that could make “regular people” go to an EV.
But if those regular people are skeptical about VW and are interested in an EV (and let’s face it: there aren’t a whole lot of them right now), they could conceivably go to their local Ford or Chevy dealer for a Mach-E or Bolt EUV.
Right now I am test driving a 2021 VW Golf GTI 2.0T Autobahn and think that it is the best car that I’ve had the opportunity to be in during the first quarter of 2021: Inside, outside and under the hood, this is what seems to me to be a well-executed machine that is the definition of affordable German engineering. A superb car.
It would be a shame if people stay away from VW vehicles because they think there is something foolish about the company.
P.T. Barnum also allegedly said, “There’s no such thing as bad publicity.”
A look at the vehicle and the strategy that Volkswagen has for this important electric vehicle
By Gary S. Vasilash
Even though the Volkswagen ID.4 is only now beginning to roll out on American roads (as well as on German autobahns, which one would have imagined would have happened sooner, as the vehicles are built in a plant in Zwickau), people at Volkswagen were evidently certain of the likely success of the electric vehicle as on November 19, 2019, there was a ground breaking for a $800-million, 564,000-sq. ft. facility at the company’s Chattanooga, Tennessee, complex that will be used, in large part, to build EVs, with the ID.4 being the first.
What’s more, they’re in the process of building a plant for assembling battery packs.
So to say VW has a lot riding on EVs is not a hackneyed phrase.
What’s interesting about Volkswagen in America is that it has made a decided focus on crossovers.
While there were once the Touareg and Tiguan Limited, it wasn’t as though either of them made much of a dent in the ute market. The Touareg was described as being “the people’s premium SUV” and the Tiguan Limited was, well, limited in its appeal. MY 2017 was the final for both of the vehicles in the U.S.
But VW has subsequently come out with a new Tiguan, the Atlas, the Atlas Cross Sport and the soon-to-arrive Taos. And the ID.4 is also positioned in the utility space.
In 2020 VW sold 325,784 vehicles in the U.S. While it is down 10% from 2019, arguably because of the pandemic, even 2019’s 363,322 units was nothing to necessarily celebrate, especially when you consider, for example, that in 2020 Toyota delivered 430,387 RAV4s. In other words, one vehicle sold nearly 105,000 more units than the entire Volkswagen lineup.
Be that as it may, the SUV lineup is fundamental to the success of VW in the U.S. market as it accounted for 58% of all VW sales in the market. The Tiguan is the only model that had 100,000+ sales in the U.S. in 2020.
So on the one hand, VW wants to sell more SUVs. On the other hand, it wants to sell more EVs. And while the ID.4 is an EV SUV, it still presents a bit of an issue for VW in that it is close to the Tiguan in terms of passenger volume, which is a metric that people pay attention to more than, say, slight differences in wheelbase (the ID.4 has a 108.9-inch wheelbase, which is 0.9 inches shorter than the Tiguan).
A man who has to deal with all of these issues is Hein Schafer, Volkswagen of America senior vice president, Product Market and Strategy.
And he explains what the company is doing regarding the ID.4 in the context of the company’s other offerings on this edition of “Autoline After Hours.”
Schafer also gives insights into features of the electric vehicle and why they are the way they are (e.g., when you climb into an ID.4 with the keyfob, you don’t need to push a button to start the vehicle: you engage the gear selector and just go; Schafer says they took that approach to make the vehicle simple to use, recognizing that people unfamiliar with EVs might have a preconceived notion that driving one is akin to an algebra class or science experiment).
Schafer talks with “Autoline’s” John McElroy, freelance journalist Sebastian Blanco, and me on the show.
Additionally, McElroy, Blanco and I discuss a variety of other subjects, including the focus other OEMs have on luxury EVs rather than something that is more mainstream like the ID.4, whether sales practices are likely to change as a result of the massive increase in on-line shopping for seemingly everything during the past year, and a whole lot more.
According to Automotive News, for 2020 there were 14,645,049 light vehicles sold. This is down 14.4% compared with the total number for 2019, 17,104,792. Which is to say that while COVID-19 had an impact on overall sales, it wasn’t as substantial as it had been feared to be.
China, too, was affected by the pandemic. And its sales were affected, as well.
That said, numbers for the first 11 months of 2020 have it, according to LMC Automotive, that there were 21.64 million light vehicles sold in China. About a third more than U.S. sales.
And there is still an additional month to go in the Chinese market.
In November there were 2,710,957 vehicles delivered in China. So if that number was repeated in December, that would be a total of 24.35 million units, or nearly 10 million more than were sold in the U.S.
One thing that is interesting about the China market is that the top-selling brands are probably not what you’d expect.
The number-one brand in terms of sales and production is Volkswagen. What’s more, the top-selling vehicle is the Volkswagen Lavida, a Passat-like sedan that is available only in China. The car was the best-selling model in China in 2019, and even the folks at Volkswagen acknowledge, “but hardly anyone in Germany has ever heard of it.”–gsv
On December 27, 1945, the vehicle known as the Volkswagen Limousine went into production at the VW plant in Wolfsburg, Germany. The vehicle was internally known—and better known—as the “Type 1.”
But here’s an interesting aspect about the production of the vehicle that had been originally developed for the National Socialists (a.k.a., Nazis). The car, then known as the “KdF-Wagen,” wasn’t exactly built in quantity: By the end of World War II, only 630 had been manufactured. The Wolfsburg factory was used to build bombs, not Beetles.
While there had been plans to demolish the Volkwagenwerk GmbH following the end of hostilities, a factory that had been badly damaged but not destroyed, the British, which had trusteeship, decided that they could put the plant to work.
Under the direction of Senior Resident Officer Major Ivan Hirst, the factory was retooled to build the car. The British Military Government put in an order for 20,000 vehicles in August 1945.
By the end of the year, 55 cars were built.
Starting in 1946 the production rate was approximately 1,000 per month. By 1947 the vehicles were being exported.
By the time the VW Beetle went out of production in 2003, 21,529,464 vehicles had been produced (15.8-million in Germany).
Were it not for British major Ivan Hirst, it could have been an entirely different story.