Though Volkswagen had plans to move 800,000 units annually out of U.S. showrooms by 2018, the automaker may now opt to dial back its ambitious plan in light of slow growth and falling sales.
The Detroit Bureau reports VW’s U.S. chief Michael Horn said his goal with the company for now is to focus on “realistic targets,” especially as sales fell against the harsh winter weather earlier this year, and though the main goal is still there, it will be reached in the long-term.
According to industry insiders, the automaker wants to be sure it builds the kind of vehicles the U.S. market desires — such as the upcoming CrossBlue Concept-based full-size SUV — even if it means holding back on products until they are ready for production. Another diversion from the 800,000/year road is China: financing meant for the U.S. market was diverted across the Pacific in VW’s fight to dominate the emerging market, which it hopes will happen by decade’s end.
That said, VW will likely turn more of its focus back on the U.S. in order to shore up its stake in the fight to take the top podium in global sales, such as the impending announcement of where the aforementioned SUV will be built. There, the plants in Chattanooga, Tenn. and Puebla, Mexico are in the running, though the former may be out due to the fallout surrounding the February 2014 battle between the UAW and anti-union forces over organization of the plant.