Remember when Volkswagen’s goal of 800,000 units in America seemed utterly implausible? TTAC does. But Volkswagen, which was in the dumps not too long ago, is now more than half-way to their goal, selling 438,000 units in the United States, a 35 percent jump over last year. But that kind of growth isn’t likely to carry over for 2013.
VW USA CEO Jonathan Browning is taking a “cautious” view regarding growth in 2013, despite his prediction of a 15 million unit market in 2013. The slow growth could come as a result of white-hot products, like the Passat, Jetta and Beetle, losing some of their luster as a result of being on sale for a longer period of time. Updated products like the new Golf and a rumored three-row crossover are still on the horizon.
Meanwhile, Audi’s target of 200,000 units by 2018, an integral part of Volkswagen Group’s 1 million unit goal, is even closer. Audi has sold just under 140,000 units in 2012, and the 60,000 unit gap should be easier to close given the continued growth in the luxury segment. A new A3 will be competing with the Mercedes-Benz CLA and a revamped BMW 1-Series, while the A4 and other crossover variants in Audi’s “Q” range should help add even more volume. Audi’s rising profile among American consumers seems unlikely to dissipate any time soon either.
Volkswagen as a whole still has to close a substianial gap to reach their ambitious targets, but rather than being a farcical pipe dream, their goals now look achievable – something nobody could have predicted in 2010. Then again, the peanut gallery panned the new-for-America Jetta and Passat, and who’s laughing now?