Chart: Volkswagen Hits The Wall Again In The US Market

Not again...

Not again…

When Volkswagen announced that it would attempt to triple its US sales between 2009 and 2018, my fellow Daily Kanban editor Bertel Schmitt greeted the announcement with a picture of flying pigs. Long a dominant force in Europe and Asia, Volkswagen has long struggled in the profitable US market, frustrating the firm’s efforts to become the king of the global auto game. But with a new line of lower-cost sedans and the firm’s first US plant since the Westmoreland disaster, VW put some real heft behind its latest assault on the most lucrative (if no longer the largest) market for cars.

And as of the end of last year, it almost seemed like the goal was within reach; with 438,133 US VW-brand sales in 2012, Stefan Jacoby’s long-ago 2013 goal of 400k-450k sales and a profit was as good as achieved. But with 2013 winding to a close with the auto market running hot on strong credit markets, VW’s goal seems to have suddenly evaporated. With 342,000 units sold through October, VW would need back-to-back record months to even crack 400,000 units.

Automotive News [sub] reports that, whith a flat spot in VW’s product cadence, dealers are getting angry. And sure enough, a look at VW’s core model sales reveals that the brand truly is on the “roller coaster” one dealer describes.

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