AO Readers Sound Off on Volkswagen Foibles
March 19, 2008

By Bill Visnic

A recent commentary suggesting the Volkswagen Group of America Inc.’s tactics to improve dismal U.S. sales should focus on reconnecting with the brand’s loyalists prompted a spate of thoughtful and vociferous replies — analysis that VW management might do well to heed.

Several readers point out the commentary did not address VW’s reputation for an underachieving dealer network, which has for years been a perpetual source of disdain, even for many of the brand’s most ardent supporters.

One reader said the VW dealer network “seems tiny, under-equipped and better at displaying arrogance than offering customers real products and service,” and “it badly needs revamping.”

“While Volkswagen has some lovely products and impressive initial quality, it's the long-term quality and lousy dealership service that scares off potential buyers,” wrote another, mentioning another apparent sore point with VW owners and critics: the lingering perception VW has not yet addressed its well-documented slip in many quality-rating metrics.

“Speaking to the quality issue, it was a nightmare in many ways,” said another respondent who claimed to have been a former salesperson, once one of the nation’s best.

The reader cited the Touareg and New Beetle convertible as examples of poor-quality efforts, saying sales personnel were reluctant to sell the Touareg because it likely “doomed someone to a life of misery in the service department,” and said power tops for the New Beetle frequently failed and customers might wait months for appropriate parts.

Not all respondents are negative, though. One reader wrote to say his family is strongly considering a diesel Jetta, but added, “my biggest concern about VW is the quality and reliability. They have been way down in the charts.”

But for this reader, the appeal of the VW brand remains obvious: “I also have not heard a lot of positive things from former owners as far as reliability goes. If the Jetta diesel comes out soon I may be willing to give the brand a chance. However, a compelling alternative for us might also be the 2009 Honda Fit, which has already gotten great reviews. We shall see."

Another reader summarized, “I agree that VW has made some odd choices of late (that [Routan] minivan thing, the lack of diesel) but their bread-and-butter cars are better than they ever were, worlds better than my 2000 (model), which is a really nice car in its own right.”   

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