Defending VW Dealers

Notions that VW dealers are not prepared to deliver the high-level service that's assumed will be demanded by buyers of big-dollar vehicles such as the Touareg and Phaeton are misguided, insists Zafar Brooks, Volkswagen of America Inc.'s general marketing manager-Brooks insists. Our dealers are capable of providing that world-class experience, he says. As for the notion VW's showrooms have run dry

Notions that VW dealers are not prepared to deliver the high-level service that's assumed will be demanded by buyers of big-dollar vehicles such as the Touareg and Phaeton are misguided, insists Zafar Brooks, Volkswagen of America Inc.'s general marketing manager-Brooks insists.

“Our dealers are capable of providing that world-class experience,” he says.

As for the notion VW's showrooms have run dry of fresh product in advance of all-new Golf and Jetta models slated for next year, Brooks points to:

  • Diesel variants of the Passat TDI (sedan $23,060 and wagon $24,060).
  • New availability of all-wheel drive for the Passat coupled with the acclaimed 1.8T 4-cyl.
  • The launch less than a year ago of the New Beetle convertible, Touareg and Phaeton, both less than a year old.
  • A minor freshening of the Jetta.

Brooks says VW will have the world debut of the all-new Jetta — the company's bestseller in the U.S. — at the Detroit auto show in January.

The car will be in U.S. showrooms by March next year, he assures. VW also will launch a totally redesigned Passat later in 2005.

Still, VW dealers worry that they're suffering from the effects of an auto maker that, compared to competitors, hasn't freshened its lineup enough.

TAGS: Dealers Retail
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