Volkswagen Looks to Expand U.S. Market Share

Detroit Free Press - March 10, 2013

Though still a niche play­er, Volk­swa­gen is gain­ing trac­tion in the U.S. after decades of promis­es and false starts, but there’s more work to do.

Find out what VW says it needs in order to com­pete.

In the U.S., the Ger­man automak­er is still a niche play­er, but the VW brand hit a high-water mark in 2012 with 3% mar­ket share and 438,133 vehi­cles sold, up 35% from the pre­vi­ous year.

That is mon­u­men­tal for a brand that only exceed­ed 300,000 annu­al U.S. sales five times in the last 33 years, accord­ing to Ward­sAuto. The brand dipped to 0.4% of the U.S. mar­ket in 1993 with few­er than 50,000 sales and debat­ed leav­ing the mar­ket.

To main­tain momen­tum, the VW brand needs an afford­able SUV to com­pete with the Ford Explor­er and Hon­da Pilot, said Rain­er Michel, vice pres­i­dent of prod­uct mar­ket­ing and strat­e­gy for Volk­swa­gen of Amer­i­ca.




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