That Volkswagen’s third-generation Volkswagen 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 Volkswagen Arteon saloon – it is a delicate balance to strike, given VW's 'People's Car' heritage represented by the likes of the Volkswagen 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.
Q&A: Frank Bruse, Volkswagen Touareg exterior designer
It’s interesting to note, though, that VW’s flagship won’t, at least initially, be offered in the US - another market that loves an high-riding SUV. That could partly be down to the Touareg’s post-Dieselgate US sales slump, but is also due to VW’s SUV focus on the seven-seat Atlas (a five-seat version is set to be unveiled at the New York motor show). Apparently, it’s hard to convince US buyers to pay more for a smaller car.
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Just be VW and be glad that plenty of motoring sheep still follow you around the meadows; the group aquired premium marques, then the acquirer had an inferior complex and was constantly talking about getting upmarket.
Not deserving of premuim, if
Not deserving of premuim, if Chinese customers are willing to pay premium then let them.. i don't think UK consumers would do the same.. Think Phaeton !
In addition as many have alluded to , on average quality is not on par with products in its right segment, namely from Ford, Toyota, mazda, Peugeot etc..
In the VW group, they have Audi & above for premium..
Autocar - we had the same
Autocar - we had the same question when they launched the Phaeton, no?
And haven't you answered your own question? Since 'people' buy both budget and premium cars shouldn't the people's car brand offer something for all people?