Is The Timing Right For A Lower-Cost 大众汽车 Phaeton In The U.S.?

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Is The Timing Right For A Lower-Cost 大众汽车 Phaeton In The U.S.?

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大众汽车’s Phaeton luxury sedan was supposed to re-write the book on German luxury cars, and forever change the way that customers viewed the brand. The brainchild of then-VW Group head Ferdinand Piech, the Phaeton was rumored to have ten very specific (and equally bizarre) design goals.

其中之一是,该车应能够在122华氏度的温度下以每小时186英里的速度扩展运行,同时保持车厢内部温度为72华氏度。不幸的是,没有一个设计目标能够解决美国经销商的销售,服务和维修习惯,而且美国的销售很快受到经销商服务和零件可用性问题的影响。

While the Phaeton remains on sale in other parts of the world, the car disappeared from the U.S. market in 2006, a victim of plummeting demand. Much has changed in the U.S. market since then, including the successful launch of Hyundai’s Equus luxury flagship and the reemergence of 大众汽车 as a primary brand in the U.S. market.

随着新版辉腾将于2015年在欧洲推出,有些人认为,现在正是在美国重新推出辉腾的时候。如 汽车新闻 (需要订阅) 报告称,新的辉腾将被控制在成本上,以便更好地与客户的期望保持一致,前提是这种新的辉腾何时被带到大西洋的这一侧。

价格显然是原始辉腾的限制因素。虽然基本型号的价格约为65,000美元,但选择装载的W12型号会使标价超过100,000美元。更糟糕的是,汽车的贬值仍然是悲惨的,W12车型现在的售价在15,000-20,000美元之间。

To counter this, 大众汽车 is said to be pricing the next Phaeton “well below” the $70,000 mark, which puts it directly up against Hyundai’s Equus sedan. Assuming, that is, the German automaker ultimately decides to green-light the model for a second go at the U.S. market.

We hope that 大众汽车 has learned a thing or two about how to sell and service luxury cars from Hyundai, too. A lower-priced Phaeton will only succeed in the U.S. market if the previous 大众汽车 service and parts demons are exorcised, otherwise, VW is merely setting itself up for a second failure with the same model.

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