Volkslaggin'

Volkswagen has a new strategy for North America, a strategy it hopes will generate eine Eimer of new sales. Previously known for quality German automobiles for the masses (yet at a slightly higher cost than the typical American and Japanese car), they’ve now taken a very “American” supersized McDonald value meal approach – offering more car for less money (and less substance).

At the same time, they seem to have adopted a Japanese sense of automotive styling, as their new exteriors have a Camry-like absence of style.


The first result of this was the new for 2011 Volkswagen Jetta. While not extensively larger than the last model, the Americanized version was treated to a bargain basement price with matching bargain basement interior trim. While the European version got the high-lux interior we’re accustomed to, American versions are trimmed in hard plastics not befitting of a Chevy Cobalt. Perhaps most embarrassingly, the VW Golf has a much higher level of quality inside, given that it was released prior to VW’s new strategy.


Its new exterior curves are inoffensive, but also unremarkable. It's far from fugly, but from a distance it blends into it’s surroundings as if it has active camouflage. It’s only saving grace are some interesting details when seen up close, like the beautiful Audi-like detailing of a the tail lights. Is the new look worse than the chrome plastered faux Audi (faudi?) mug of the previous generation? In my opinion it fares better, but it’s definitely not a knockout.

If there’s a silver lining to this dark cloud, it’s that the Volkwagen’s driving dynamics remain German. The cars suspenders are still able to pull off some fancy moves, but unfortunately it may take more effort to achieve them now that the 2.slow returns as the base engine in the Jetta lineup.


Ironically, this new way of thinking comes just as everyone else has kicked it up a notch. Ford and Chevy both raise the bar with fancy-pants interiors, aggressive exteriors, and higher price tags. The new Hyundai Elantra even manages to eclipse them in many ways with it’s luxurious interior duds and swoopy curves, while managing a price LOWER than last year’s model. It seems everyone else is realizing that smaller cars are the future and that people just might be willing to spend a bit more on them for something they might drive every day...