Volkswagen shelves BlueSport, Bulli and Polo Coupe to focus on SUVs
Volkswagen has halted plans for the BlueSport roadster, Bulli MPV and Polo Coupe, shifting its development priorities towards expanding its SUV range, especially in the supermini segment.
Volkswagen has decided not to move forward with the BlueSport roadster, Bulli MPV and Polo Coupe projects, opting instead to accelerate development of new SUVs. The decision was confirmed by VW’s head of research and development Ulrich Hackenberg at the 2012 Paris motor show.
The BlueSport, a compact rear-wheel-drive roadster first shown as a concept in 2009, was considered ready for production. However, Hackenberg explained that the segment for affordable sports cars was in decline, making the business case unconvincing. He stated that while the car could be quickly put into production if justified, presenting it to the board now would likely result in a permanent rejection.
The Bulli, a retro-styled MPV inspired by the classic Microbus, is in a similar position. Volkswagen did not see sufficient demand to justify production, with Hackenberg citing the absence of a viable market for such a model. The same conclusion was reached for the Polo Coupe, a project previewed by the 2011 Italdesign Tex concept, which was also shelved due to limited market prospects.
SUVs now at the centre of VW’s plans
Instead, Volkswagen’s focus has shifted to SUVs, particularly in the supermini segment. Hackenberg pointed to the success of rivals such as the Nissan Juke and Opel Mokka, and noted that Ford was preparing to launch the EcoSport. Volkswagen sees a gap in its line-up and intends to fill it with a new small SUV based on its MQB platform. The company aims to have this model on the market by 2014, using new petrol and diesel engines developed for the MQB architecture.
The move reflects a broader trend among European manufacturers to expand SUV offerings in response to changing customer demand. Volkswagen’s decision to prioritise SUVs over lower-volume niche models is consistent with similar strategies at BMW, Mercedes-Benz and other major brands. For more on Volkswagen’s small SUV plans, seeVolkswagen Prepares Small SUV Based on Polo and Up!.
Market context and competitor moves
Volkswagen’s decision comes as sales of compact SUVs continue to rise across Europe. The company’s absence from the supermini SUV segment has become more notable as rivals have launched successful models. Nissan’s Juke and Opel’s Mokka have both found strong demand, while Ford’s EcoSport was about to enter the market in 2012.
- Nissan Juke: strong sales in the supermini SUV segment
- Opel Mokka: first supermini SUV from Opel
- Ford EcoSport: imminent launch at the time
- Volkswagen: plans new MQB-based supermini SUV
By redirecting resources from niche models to SUVs, Volkswagen aims to capture a share of this expanding market. The company’s strategy mirrors moves by other manufacturers, including Porsche, which has also targeted the SUV segment with new variants. For related developments, seePorsche plans Cayenne Coupe to target SUV-coupe rivals.
Implications for Volkswagen’s line-up
The cancellation of the BlueSport, Bulli and Polo Coupe means Volkswagen’s immediate product strategy will centre on mainstream models and SUVs. Buyers looking for a compact VW roadster or a retro MPV will have to look elsewhere, at least for the foreseeable future. The company’s next SUV, expected to be based on the Polo and MQB platform, will be aimed directly at the growing urban crossover segment.
