Volkswagen unveiled the refreshed Phaeton sedan at the 2010 Beijing Auto Show. As you can see, the changes are pretty minor. In fact, we're not even sure what's different here.
Still, the Phaeton still strikes us as a good looking sedan that was never really given a fighting chance in the U.S. Volkswagen keeps hinting that it will give the big luxury sedan another chance in the States, but no time line has been given. Maybe if/when the car gets a full redesign?
Think anybody would really care either way?
93aero says:
10:42 PM, 04/24/10
As much as i like this car. I think its best to just not.
jeffweimer says:
08:03 AM, 04/25/10
I like the car, it strikes me as a poor-man's Audi A8, but, they have to overcome the image of VW here - which admittedly is a everyday family car company, if one with a bit of a premium. They would have to sell it at a loss here in the US to build enough brand and model equity for it to be taken seriously - and they have to raise the perceived quality of the rest of their model lineup as well. They already have Audi here, and that serves the exact demo they are trying to get with this car - they would be poaching themselves, much like GM did for years with Buick/Oldsmobile/Pontiac. So what's the point?
ed124c says:
08:22 AM, 04/25/10
VW needs to improve its perceived reliability record before it launches such an expensive vehicle in the US.
A good start would be with the new Passat.
VWs are great cars in most ways, but they are mostly not expensive and perhaps that is the reason they sell reasonabaly well.
Also, leasing is the hedge bet that allows cars with a mediocre reliability record to survive-- leasers know they won't be stuck forever with a malfunctioning car.
I am not saying that VWs are unreliable. I am saying that the perceived view is that they will at some point in the ownership experience be unreliable. Perception vs. reality: Perception prevails.
kurtamaxxxguy says:
09:02 AM, 04/25/10
VW AG's apparently set on having a halo car for their VW brand. Fine - every other car mfr. does.
But IMHO, VW, while improving in reliability and (possibly) dealer quality, doesn't yet inspire enough confidence for shelling out $ +80K on a 4 door luxury sedan.
estreka says:
12:30 PM, 04/25/10
I couldn't see myself buying a $80K VW any more than most folks could see themselves buying a $40K Hyundai.
n_tesla says:
04:32 PM, 04/25/10
This question has been asked and answered. It failed before because it wasn't distinctive enough to compete with the established premium brands and didn't offer enough of a value proposition for existing customers to move up. Besides valets will park this next to the Saabs and Genesis' around back.
firstwagon says:
04:57 PM, 04/25/10
I can't see it doing well in the atates. People who buy high dollar cars here clearly do it to impress the neighbours with the name rather then themselves with how good the car is.
It's the only way to explain the responses.
jebjr says:
10:41 PM, 04/25/10
How about a total redesign, undercut the price of all large German luxury sedans and target the typical Volvo S80 or SAAB 9-5 type of buyer? It probably doesn't have a shot, but I'd love to see it try.
mrryte says:
07:02 AM, 04/26/10
The sad thing is that the Phaeton doesn't look bad. Unfortunately; the fact still remains that the VW badge undermines its lofty goals.
zoomzoomn says:
08:09 AM, 04/26/10
No! VW needs to concentrate on being a nice, near entry level car for the masses like it used to be. A German alternative that everyday people can afford.
sgude says:
09:40 AM, 04/26/10
I liked the Phaeton when it was here before, but dang, for that kind of money, I'd just get one of the already established German nameplates. If they want the Phaeton to succeed here, it needs to have a different look AND offer more for less. And when I say different look, I mean it needs to be much better-looking than the established players (not very hard to do, I believe) and offer more amenities for less money.
mercedesfan says:
04:46 PM, 04/26/10
@firstwagon,
I think there is truth to your statement, but that wasn't the case for me. I actually looked at the Phaeton before I bought my S550 back in 2006. I chose the Benz because it was a better car, at least for my needs (back then I was a BMW/Audi guy so that's really saying something). The VW was well built, but exceptionally boring to drive. It was just too heavy and too bulky for it's own good. I really enjoyed driving the S, and 4 years on still do everyday when I get behind the wheel. Plus, I preferred the look of the Mercedes and it offered more tech to keep me satisfied.
If VW wants to succeed in this market they need to go with a different approach. They need to make the Phaeton a value proposition (which it never was, I could have gotten a vastly superior A8 for less money) and an engaging driver's car. If people want boring the Lexus LS is the clear choice: it's cheaper than the Phaeton and vastly more reliable.