At least as far back as March 2007, we were reporting that Volkswagen might bring back their range-topping and bank-draining Phaeton sedan to the States. Back then, it was the company's CEO Martin Winterkorn predicting the car's return to America, but in more recent times, we haven't heard much news about the luxury liner. Then spyshots of a re-designed 2011 Phaeton emerged in June of this year, but we speculated there was zero chance of the much-maligned model being sold here.

Of course, Stefan Jacoby, president and CEO of Volkswagen of America had to prove us wrong by telling The Detroit News that yes, there will again be Phaetons sold on American VW dealers' lots. He doesn't get specific about when the luxury sedan will return (or even if it will be anything like the model American consumers already shunned), but he does say it will indeed be the range's high-end flagship once again.

Jacoby also lays out the brand's U.S. strategy to pretty much have something to offer in every category save perhaps amphibious vehicles. He admits additions to the German carmaker's U.S. lineup could include a Polo-sized car below the Jetta, a compact SUV to be produced next to a new midsize sedan in Chattanooga, which will be topped by another new midsize sedan "like the Avalon for Toyota."

http://www.autoblog.com/2009/08/17/r...america-doesnt

 

Hmmmm...Not a good idea. Reminds me of, "Let's rename the 500 the Taurus. That will get us buyers"

 

Agreed, I plan to sleep through this product launch.

 

even though phaeton 1.0 didn't sell well (at all) in the u.s., i give them huge props for trying and keeping at it.

while some criticize the "VW" brand for trying to sell an upscale car, i think many haven't looked at VW's lately. their interiors even on the GTI for example are WORLDS better than most every competitor out there. they ARE a more upscale brand than many, and i for one am glad that they will try again with phaeton.

also, as far as it being too upmarket, if you looked at phaeton and audi a8 in/out, you'd see the a8 had a much richer interior, but obviously the price point was still too much to sell, or maybe the marketing wasn't right, who knows...

 

bit, I don't think anyone will say its a poor car. Hell its shares a platform with Bentleys. That said hardly anyone wants a 30k VW, let alone a 40k, 50k 60k, 80k one.

The resale value of these things is only matched by the RL and maybe Q45 for being just dismal but it gives a 2nd/3rd owner a lot of car for the money.

 

Agreed, nobody said it was a poor car. And plenty of us can afford it, but most of us are sharp enough to make a more fiscally responsible purchase decision when selecting a premium car.

 

Agreed, VW was criticized for trying to release a car that ventures into something that VAG member, Audi is made to do.

So yeah, despite what majority, I'd say let VW continue with the Phaeton. Also, I hope that W12 engine would come back for that model as well as more diesel engines. Hopefully, 4MOTION would be standard on all versions too hehe

 

Last time I checked, people tend to purchase lexus's over the compatition due to value and reliability. The Pheaton is great value so saying I wont buy one because its not a smart fiscal discision is a bit strange considering you get a full size luxury barge for entry level luxury car money. Its kind of what hyundai is doing with the genesis and the equiss, while they get prazed vw gets slamed

 

If I really wanted a rapidly depreciating luxury barge I'd buy a Caddy DTS., the math proves the point. Look at total cost of premium car ownership (over the length of ownership, not just looking at initial purchase price) to understand what a fiscally sound buying decision involves.

 

VW should just give up the dream and forget about going up market. People will simply look to Audi for that. What VW needs to do is work on brining more diesel engines to the US. The Jetta TDI is doing very well and people have responded positively to it.

This would set it apart from its competitors and really bring people into its dealerships.

 

As mentioned countless times before, the Phaeton's problem is the A8. Even if they were to price it at $50-60k, you could still pick up a nice used A8 with a nicer looking exterior and interior.

 

I don't agree with the comments about the A8 necessarily having a better interior...the A8's, yes, is nice, but the Phaeton's was fit for a queen. It was noticeably more plush in sheer opulence.......especially the extensive wood paneling. The A8 is also too firm in its ride/handling compromise for the typical Phaeton buyer, who wants a smoother, more plush, luxury-car ride. And, with the Phaeton, where else could you get a 12-cylinder Autobahn cruiser flagship for 90K? Certainly not at BMW and Mercedes.

The American public, several years ago, was dumb to overlook this car like they did. Now, fortunately, they may get a second chance. If I was in the market for a 12-cylinder cruiser (which, of course, I'm not), it would probably be the first car I looked at....despite VW's record of poor electronics.

 

No. The Phaeton's problem is simply an uneducated public.

Despite a mostly common platform, the A8 cannot be compared to the Phaeton.....it is a substantially different car, and appeals to (potentially) a much different, more sporting-type crowd.

 

Some of the comments in this thread prove your point.

You are right. The Phaeton was based on the Bentley platform while the Audi A8 has its own dedicated platform.

 

The problem is, no matter how good the Phaeton actually was/is, or how good VW interiors are, people simply are NOT willing to pay a premium for a mass-market brand. In Europe people expect mass market cars to be upscale (they expect a lot in general from cars), but that is a different market.

VW has already learned how to succeed in the North American market; people will only pay a premium for an upscale product if it is a luxury brand product, not a mass market product. VW for future North American models is going to cost cut and cheapen the cars more while increasing the value quotient.