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VW to relax ambitious US sales targets?

The Volkswagen brand sold 407,704 cars last year, a 6.95-percent decline compared to 2012, and it's down a further 8.36 percent through the end of April 2014 compared to this time last year. In order to to put the sales football between its Strategy 2018 goal posts, the brand would need to add 100,000 more sales every year to achieve the lofty 800,000-unit target. Coming to grips with how unreasonable that is, VW US CEO Michael Horn has said, "For now, we have to have realistic targets."
The reasons for the brand's slow-down are imprecise, but lots of folks are throwing lots of reasons around. Last November, VW Group Chairman Ferdinand Piech told Bloomberg, "We understand Europe, we understand China and we understand Brazil, [but] we only understand the US to a certain degree so far." Analysts say the brand hasn't had midsize and compact SUV offerings, especially an overdue retail version of the CrossBlue, and the ones it does have are priced too high for their segments. It "didn't introduce enough new engines, or alternative technologies or model variants" for the Passat and Jetta. It devoted so many resources to China that the US market suffered. It was being outspent two-to-one on advertising by competitors. Its J.D. Power dependability ratings aren't high enough to overcome its past. It "has never really taken the US customer seriously." And so on.
There's still no official admission of defeat concerning the target, but reading between the lines there are some VW execs that appear to accept it won't happen short of some deus ex machina. Still,

Winterkorn receives support of VW board, leadership battle continues

Strange things have been happening - in public, that is - at Volkswagen over the past few weeks, kicked off when VW Group chairman Ferdinand Piech reportedly said he didn't want Group CEO Martin Winterkorn to be the next company chairman, and that he was keeping Winterkorn "at a distance." Winterkorn's ascension was widely believed to be a fait accompli. We were really just waiting for office furniture and desk plaques to be moved around. That led to a meeting of the six-member supervisory board's leadership committee in Piech's office in Salzburg, Austria, not at Group HQ in Wolfsburg, Germany, where the five other members of the committee came out in support of Winterkorn. They also suggested they might extend his contract when it ends in 2016, and then gave Piech an ultimatum to agree to public support of the CEO or they would demand Piech's resignation. At the same time, the company's labor reps and the German state of Lower Saxony issued statements supporting Winterkorn. It's said that the chairman has a number of gripes with the CEO, prime among them being the state of the company's US business for the core Volkswagen brand. Market share has dropped to two percent in the United States and Winterkorn admitted that his team hasn't been properly engaged with our market. Years of effort put into a budget car haven't resulted in much except the company saying it finally knew how to do one, and that was a year ago. It's losing share in Brazil, overall profit margins are down, BMW is taking possession of the green-car credentials among German brands, and it's said that Piech doesn't believe Winterkorn has the vision to do what's necessary. Having agreed to play along and now in "diplomacy phase," some say a little light has gone out of Piech's star inside the company, while others wonder if this battle is truly over. Related Video: News Source: Automotove News - sub. req.Image Credit: JOHANNES EISELE/AFP/Getty Images Hirings/Firings/Layoffs Volkswagen martin winterkorn volkswagen group

Recharge Wrap-up: Tesla Model S full speed, Pheonix EVs at LAX

A Tesla Model S driver shows what it's like to maintain about 125 miles per hour on the German Autobahn. In the video, Bjorn Nyland records his trip from a stop at a Supercharger 25 miles to the Danish border while driving about 200 kph for about 12 minutes. Upon entering the Autobahn, he hits the limiter at about 212 kph, or almost 132 mph. As he's driving, the car's estimated driving range adjusts for his speed, and he quickly loses quite a few miles. He doesn't care, though. He's having fun. See the video above, and read more at Inside EVs. Phoenix Cars has provided an Electric Shuttle Bus to an airport parking company at the Los Angeles International Airport. As LAX's first electric shuttle bus, it is expected to run two shifts seven days a week, saving more than 60 tons of CO2 emissions yearly. The electric shuttle bus will be on display from June 29 to July 2 at the International Parking Institute Conference and Expo in Las Vegas. Phoenix also recently supplied its ZEUS electric flatbed to the US Navy. Read more in the press release below. Ballard will operate a fleet of eight hydrogen-powered buses in London for an additional five years. Transport for London uses the buses, powered by Ballard fuel cell technology, for its central Covent Garden-Tower Gateway route. The first five buses went into service in 2010 as Transport for London aimed to reduce CO2 emissions by 60 percent from 1990 levels by 2025. The three additional buses joined the fleet in 2013. "This contract extension is a positive endorsement of zero-emission fuel cell technology in transit applications, based on the demonstrated performance of these buses over the past five years," says Ballard Chief Commercial Officer Steve Karaffa. "Clean transportation is a growing concern for transit authorities globally and our fuel cell modules deliver a proven solution." Read more from Ballard. Volkswagen and SAIC are expanding electric vehicle operations in China. The partners will expand the main Shanghai Volkswagen plant to build electric vehicles. "Over the next four years, we plan to localize more than 15 different electric vehicle models in China, including plug-in hybrids and fully electric vehicles," says Volkswagen's Prof. Dr. Jochem Heizmann. Volkswagen will also step up fuel cell and plug-in hybrid research in China. In about four years, Volkswagen will build a new EV, based on the popular Lavida, at the Anting plant outside of Shanghai. Read more from Volkswagen.