Because the American clients have an increased appetite for refreshed car models, the Volkswagen Group plans to revise its traditional schedule and deliver to the US the new or facelifted versions faster.
While the VW Group overall has managed in 2013 to surpass General Motors and take second spot among the world’s largest automakers, the German multinational has faced increased difficulties in recent years on the North American region.
Now, for the VW brand, which has been far affected than the luxury unit Audi, the new products are slated for introduction every five years, with major updates each three years, according to Michael Horn, the leader of VW’s US unit.
“Customers want quicker change,” Horn said. “We’re working to shorten the life cycle of the products to bring more new features and design elements, in terms of face-lifts, to the market quicker. We believe we have a positive business case. It commercially makes sense that we move.”
Still, the measure is focused on the long-term development of the brand, as it for now undergoing board assessment – which needs to sign it off this month – and would not take effect until at least 2017. The brand has a short-term goal of reaching 800,000 units sold annually by 2018 in the US alone.
Via Automotive News Europe