Volkswagen’s drive to reach 800,000 sales annually in the U.S. by 2018 will be powered by three key models — the Jetta, Beetle and an as-yet-unnamed midsize sedan built at a new plant in Chattanooga, Tenn. — the company’s new U.S. boss said in Detroit last week.
VW will also shift its price point while still trying to be a premium brand. According to Automotive News, its lineup will be priced about 5% above its U.S. and Japanese competition, rather than the current 10%.
Stefan Jacoby, who heads VW’s North American division said: “We want to be the No. 1 automaker globally,”
Browning, 51, is replacing a VW superstar, Stefan Jacoby, who definitely understands the U.S. market and was on a trajectory to relaunch the company here.
In the past decade, the German carmaker’s US operations have given its executives repeated headaches with losses and a constant failure to lure more customers into the showrooms. In the past year, VW and its Audi premium brand sold less than half its yearly record of 600,000 cars, which it achieved 40 years ago.