Volkswagen's plans to offer a sub-golf-sized car to the US market have stalled as it wanted to allow the car to be imported and sold under the Dodge label instead of the German automaker rival DaimlerChrysler [DCX]. VW dealers are naturally dissatisfied with this action, but there is far more risk than is obvious. Is the polo still visible? If not, why not?
The world of automobile marketing has changed a lot in the last generation. The brands that are completely behind national borders and local brands are gone. Instead, the vehicles are sold with a label but are actually made by another manufacturer. Globalization is here and automakers have publicly accepted these changes.
Volkswagen's Polo is expected to enter the US market as a well - fitting model under VW's Golf in its US lineup. Many manufacturers are changing their car lines to convert smaller cars into new entry-level vehicles in their fleet. Here are some examples of cars that have recently been introduced or will soon be entering the car lines:
Chevrolet: Korean automaker Daewoo, a GM subsidiary, supplies Avio to Chevrolet. This bottom color car is right under the cobalt.
Honda: 35 years later, the Civic is no longer an entry-level model for Honda. The smaller car, the Jazz, will be imported in about a year.
Mercedes: Yes, even a luxury automaker like Mercedes is looking to bring in one or two smaller cars than its current "baby" Mercedes line, C-Class cars.
BMW: Ditto for another German luxury make.
Dodge: As the neon replacement caliber is about to appear, Dodge is still offering a smaller car than the caliber for its fleet. As DCX's relationship with Mitsubishi deteriorates, it can not be trusted that Japanese automaker will supply stable entry-level cars for the Chrysler Group.
Enter Volkswagen.
Yes, the unlikely supplier for DCX is Volkswagen, a strong competitor to DCX's Mercedes division in Europe. However, VW has its own requirements - a minivan - and the Chrysler Group allows VW to market a rebranded version of its minivan in the US. Instead of a minivan, the Dodge Polo will have to market a smaller 1.2L Powered Four-Passenger car with approximately 35 mpg of city gas mileage and 50 mpg of highway mileage.
The current Polo is sold in Europe as a three- or five-door hatchback, not the popular body style in the US VW, but four redesigned specifically to ensure interest in this model in the US market. Door-to-door sedan can be sent.
Although VW seems to adhere to this particular arrangement with DCX, the Polo can also be sold here as a Volkswagen. By keeping the hatchback styling exclusively for VW branded cars, the Polo may still be available through VW dealers. Add the optional 1.9L turbo diesel and the fuel mileage exceeds sixty miles per gallon. No wonder VW dealers boast about an imported car!
You must be logged in to post a comment.