There have been a number of important meetings in the auto industry over the last several years that TTAC dearly wishes it could have been a fly on the wall for, including GM’s decision to keep Opel, Fiat’s negotiations with the White House and Saab’s visit to its local payday loan store, to name just a few. But perhaps one of the more interesting boardroom battles of recent years has to be the new VW-Porsche Group’s struggle over how to brand its forthcoming mid-engine sportscar platform which first debuted as the VW BlueSport. Bertel reported last Summer that Porsche, Audi and VW were all bidding for the group’s sportscar development work, but that Porsche was likeliest to emerge with the title.
And it turns out he was right, as Auto Motor und Sport reports that VW has solved the problem by canceling Audi’s planned version of the BlueSport, leaving small mid-engine sportscar efforts in the hands of Porsche and VW. Though the decision makes the BlueSport’s branding challenge quite a bit easier (while cementing the prominence of firms related to Ferdinand Porsche at the expense of the Horch-created Audi brand), it has one less-than-ideal outcome: it removes Audi’s ability to bracket Tesla’s Roadster, a move which would have surely hurt the Silicon Valley upstart. Still, internal politics are more important than obliterating a limited-production competitor… and at least VW has its branding ducks back in one relatively orderly line.