American consumers received a pleasant surprise recently when CEO of Volkswagen’s American operations, Michael Horn, announced that our market will once again see the Phaeton. The reintroduction of the luxury model is one facet of a two-headed approach that the company hopes will further invigorate sales. Horn’s ambitious leadership aims to improve the product and establish a better relationship with dealerships.
The Phaeton has not reached U.S. showrooms since 2006 as a result of the company’s focus on more diminutive, pared down models. Volkswagen intends to release an updated iteration in either 2018 or 2019; however, the company feels that there exists a disconnect between the American and German markets. That is why the American division will continue developing best practices to market its critically acclaimed luxury vehicle.
Horn’s other goal is to improve Volkswagen’s dealer relations. He and his team are currently negotiating to improve bonuses, marketing, and other business incentives that will draw more consumers onto the lots. This is a reflection of the company’s belief in fostering a positive culture within the dealership because satisfied employees yield greater sales.
Comments are closed.