While the top brass in Germany usually has the honor to choose the nameplate moniker for a new vehicle, this time around VoA has been selected to deliver the label for the new crossover.
The production version of the Volkswagen CrossBlue is scheduled to be showcased in the United States later on this year – with the all-new seven-seater SUV scheduled to commence production at the company’s sole US plant in Chattanooga. And because the model is squarely aimed at the US audience, the midsize crossover is also breaking the tradition of naming conventions. Instead of a German committee selecting the worldwide label, Volkswagen North America will solely have the honor. Unit chief executive Hinrich Woebcken has recently confided with the media it might not even have the first letter a “T” as it has been the case with the Tiguan and Touareg and the upcoming Taigun. “Two or three years ago, it would’ve been a no-go that the region decides an individual name,” commented the executive. “This is already an early sign that Wolfsburg is willing to let go.”
He added the new label is “a “bullish, much easier to pronounce, American-style name.” Volkswagen of America is looking to reestablish its tarnished reputation following the Dieselgate scandal. The automaker is now looking to fully compete in all the popular segments with the mainstream brands instead of being a niche, upscale brand player. “This brand needs some years to really recover and step up then from there to a further profitable growth,” the official added, following the severe drop of sales owed not only to the emissions issues but also to the defective strategy in place until now.
Via Automotive News