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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,

2016 Volkswagen Golf TDI SportWagen Review

You might think that after driving a Dodge Challenger Hellcat during the week of the Woodward Dream Cruise, seven days with a diesel-powered Volkswagen Golf SportWagen would be a letdown. You know, like following a shot of Jack Daniels with a sippy cup of Metamucil. But it ended up being perfect timing. Right at the end of my Challenger loan, I signed my name what felt like 1,241 times, handed over a very, very large check, and officially bought my first home. The SportWagen arrived on moving day, and I set about putting the longroof's hauling ability to the ultimate test, schlepping everything I own to my very first house. SportWagens, like Metamucil, can often be very good for you. The wagon's cargo area isn't dramatically bigger than the standard Golf – 30.4 cubic feet versus 22.8 – unless you fold the second row down. With the seats flat, the Golf SportWagen's advantage nearly doubles, to 66.5 cubic feet. But it's not just the extra space that makes moving things a lot easier. The rear hatch is more defined and sits atop a lower bumper. The load height is just 24.8 inches, while the tailgate opens to an aperture of 40.6 inches. It also opens high enough that your six-foot, one-inch author can stand tall below it. The load height is just 24.8 inches, while the tailgate opens to an aperture of 40.6 inches. In short, loading stuff into the back was a breeze. While you might expect the Golf SportWagen to make short work of a bunch of boxes, it was easy to add larger items into the mix. I hauled nightstands, a large desk chair, and even all four pieces of a king-size IKEA bed frame with a minimal amount of fuss. That said, Volkswagen uses nice materials in the cargo compartment of the Golf, so if you frequently move a lot of stuff, expect to see visible wear sooner rather than later. If you prefer to move people instead of things, rest easy knowing the wagon mimics the Golf hatchback's 35.6 inches of rear legroom. Moving locally meant a lot of back-and-forth trips. Between the actual move itself and the subsequent running around, I put 600 miles on the Golf SportWagen during my week-long loan. But with this car, I could have done way more and wouldn't have found cause to complain. It's the little details that make the Golf feel premium. The Golf's cabin is a great place to be.

Wagons make a bit of a comeback, with new models, sales on the rise

Consider this an official invitation to hop on the wagon bandwagon. There's still tons of room because, well, it's a wagon (and market share is still extremely small). But according to new data, the segment is growing. According to a report from Bloomberg, using data from Edmunds.com, roughly 211,600 Americans purchased wagons in 2018. That is technically down from the 237,600 sold in 2017, but wagon sales in the U.S. are up 29 percent from where they were five years ago. It's also the third year in a row that wagon sales broke the 200,000 mark. The sales trends have been somewhat representative of the availability of wagons. New models have debuted during the past 5 years and therefore offer more opportunity at more brands to buy wagons. In addition to more modest cars such as the Volkswagen Golf Sportwagen, several luxury and performance brands are offering wagons today, such as Mercedes-Benz, Audi, Porsche, Jaguar, Volvo and Buick. (Bloomberg's headlines make the point that "crossovers are for the Kardashians," and wagons are just, well, classier.) This uptick in brand-name availability, as well as extremely well-executed design on most of the wagons currently available, has helped increase the segment's desirability. That, and its ability to better accomplish the same tasks at hand while standing out from the crossover and SUV crowd. Still, the posted numbers represent a small fraction of the total vehicles sold. According to the data, wagons only held a 1.4 percent market share in 2017, the segment's best recent year. Wagons hold a steadfast place in America's past, and they're writing an interesting new story. With the downturn in traditional cars, they may continue to create an unexpected narrative. Related Video: News Source: Bloomberg, Edmunds Audi BMW Buick Volkswagen Volvo Wagon station wagon