That Volkswagen’s third-generation Touareg ‘flagship’ was launched in Beijing, China was no surprise.
2018 Volkswagen Touareg unveiled with upmarket features
Since it was launched in 2002, Volkswagen has sold close to a million examples of the first two generations of its range-topping SUV, with its key markets Europe, China and Russia. And it’s the Chinese market, which loves SUVs and high-end motors, that has emboldened VW to make the new Touareg even more ‘premium’.
While Volkswagen hasn't been shy in developing higher-end models – such as the Arteon saloon – it is a delicate balance to strike, given VW's 'People's Car' heritage represented by the likes of the Golf and Beetle. Going upmarket also pushes Volkswagen towards the territory of VW Group sister brand Audi. But if done successfully – and the new SUV certainly looks the part – it could help the brand reach new (and wealthy) customers, in China and elsewhere.
Also worthy of consideration is the Touareg's differing customer base between the Chinese, Russian and European markets. According to Volkswagen in China, the average age of a Touareg owner is 41; in Russia, it's 43. In Europe, the average owner is 55.
Join the debate
mx5xm
Yes it should.
As soon as the BMW 3 Series started outselling the Ford Mondeo, premium became the new main market.
chandrew
I can't remember when I last saw a Mondeo
Here in Switzerland, in the latest sales figures, the Mercedes sold 10 times as many C classes as Ford sold Mondeos. Porsche sold 75% more 911s and even the 7 series and Panamera outsold the Ford.
405line
Delusions of grandeur
The group aquired upmarket marques then the acquirer gets an inferior complex and is constantly talking about moving upmarket, it a little bit stale now..just be VW and be thankful that plenty of motoring sheep still follow you around the meadows.
scrap
The Atlas is a supersized
The Atlas is a supersized Kodiaq. VW is seen as more of a commodity brand in the US, more like Chevrolet than Cadillac. All those old Jettas pounding the streets play a part, no doubt.
Peter Cavellini
Ah so....
At one time an SUV had a hose out interior because it was a all purpose Workhorse, seen on Farms or Buliding Sites or in the wilderness wading through water and Mud, now, there premium vehicles, a status symbol, a measure of your personal wealth, you can pay obscene amount of cash for them too.
Peter Cavellini.
Bob Cholmondeley
"New VW Touareg: should the
"New VW Touareg: should the people's car be a premium car?"
If premium is what VW's customers want, then yes.
Citroëniste.
manicm
Shoddy, shoddy journalism.
Shoddy, shoddy journalism. This cub forgets the outgoing Tourag cost nearly as much as the equivalent previous Cayenne, spec for spec, so it was always playing in the premium sector.
And anyways there's the new 7 seater for the US.
289
not that the price matters.....
.....as they lose absolute bundles, helped by the discounts available from new plus the fact that they are overpriced in the first place.
It makes them absolute secondhand bargains, and I for one applaud that.
Rich boy spanners
It wasn't just 'diesalgate'
Balders2407
Which is why there sales grew in 2017 in the US
Which is why there sales in 2017 grew in the US
Pages
Add your comment