Volkswagen Will Bring US Product Faster To Market Beginning 2017

Cameron Aubernon
by Cameron Aubernon
volkswagen will bring us product faster to market beginning 2017

In an effort to keep its U.S. customer base satisfied — and to potentially boost sales — Volkswagen is planning on delivering the goods to the market at a faster clip than current.

Bloomberg reports VW U.S. CEO Michael Horn expects new models to arrive every five years with major refreshes after three years; currently, new models arrive in showrooms every seven years, while major refreshes come in the fourth year:

Customers want quicker change. We’re working to shorten the life cycle of the products to bring more new features and design elements, in terms of face-lifts, to the market quicker. We believe we have a positive business case. It commercially makes sense that we move.

The new product cycle won’t begin until 2017 at the earliest, and must still meet management approval before implementation can commence, further diminishing hopes of moving 800,000 units out of U.S. showrooms annually by 2018; Horn recently stated VW’s U.S. operations would focus more on “realistic targets in the short-term.

The CEO also said he and a number of execs within the parent company had been meeting every other month since January to discuss how best to get a handle on the U.S. market, while 50 individuals from the automaker’s various departments attended a two-day summit to throw in their two cents on the matter. The summit focused on fleet fuel efficiency, product lineup and speed of product cycle.

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  • Jacob Jacob on Jun 02, 2014

    Finally more companies are promising not to treat the US customers as 2nd class citizens.

    • Corey Lewis Corey Lewis on Jun 04, 2014

      By selling them the same crap in a faster timeline? If the product doesn't improve, it's just making your car look older more quickly. This will hurt your resale value more than anything else. Additionally, it always takes a year or two to work the bugs out for each major redesign. Now, you're going to have -more- years of "first year or two" models.

  • Verbal Verbal on Jun 02, 2014

    You just used "U.S. customer base" and "satisfied" in the same sentence.

  • Davekaybsc Davekaybsc on Jun 02, 2014

    The Hyundai/Kia warranty is not as iron clad as you may think. Still I agree, a long powertrain warranty may do A LOT to get people who have otherwise ruled out VWs because they don't want to deal with towing the car to the dealer when its 5 years old. It can be "somebody else's problem" for Audi/BMW/MB, let the third owner morons who think they got a screaming deal on a $20K 535i learn their lesson the hard way. VW buyers are much more likely to finance than lease though, and that means they are going to want something that will still work after the 3/36 lease period. Audis have certainly improved quite a bit post 2005, VWs... ehhh maybe look a bit beyond your own personal anecdotes. According to True Delta, if you own an '06 Jetta 2.0T right now, you're in a world of pain, and even the '09 hardly has what I would call Civic level reliability. Passats are even worse. If you have a 5 year old Passat right now, chances are you wish you would've gotten an Accord instead. Hell, the 2013 seems to be in a brawl with the Nissan Altima for "most unreliable car in the segment." If VW would be paying so much on warranty claims that they can't afford to do it, well I think that's the answer right there, isn't it?

  • Hybridkiller Hybridkiller on Jun 02, 2014

    Would love to see some actual data to support all this hate. And please, not J.D.Power (20% of buyers didn't like the cupholders, therefore the vehicle is unreliable). Some of you guys sound like an old comedian who's been telling the same stale, outdated jokes too long - maybe think about getting some new material. 2013 vehicle sales totals... Toyota - 9.98M GM - 9.71M VW - 9.70M Why would so many suckers buy such POS cars? Maybe 2014 will be the year all these fools wise up, and VAG finally goes out of business. [I'll see your hyperbole and raise you sarcastic hyperbole]