Word jumble–How should Volkswagen spell Routan?

In my opinion, it was destined to fail from the start. Take the unimpressive Chrysler minivans (ratings available to subscribers), strip out the few endearing features like Stow-‘n-Go, make a few suspension and cosmetic modifications, and presto! It’s the Volkswagen Routan, a “Euro-tuned” people mover. Its slow start could also be attributed to one of the oddest advertising campaigns of all time. You know the ones featuring Brooke Shields and an strange spin on fertility.

Meanwhile, Automotive News says that as of April 20, Volkswagen has sold 5,582 of the 22,037 Routans they’ve produced. Even with a global sales slowdown (meltdown?) those numbers certainly are troubling. Checking out the Routan forum at VWVortex.com shows people are having a hard time justifying the sometimes-significant cost premium for a Routan over a similarly-equipped Chrysler or Dodge minivan (see our video review). We just bought a Routan to test if any of the modifications significantly improved this van; it’s no surprise that we got over $6,000 off of the list price. (Of course, you can seriously wheel and deal on the domestic-branded version of this van, as well.)

But don’t throw away those letters just yet. Just swap the T and R and you’ve got a vehicle sold overseas that is what the Routan should have been.

During honeymoon travels this month, I had many opportunities to ride in Volkswagen Touran taxi cabs. This Golf-based mini-minivan is what the U.S. market should have gotten. Sporty, space-efficient yet roomy, and good looking (at least to me), the Touran would compete with the Mazda5 here. According to Automotive News, from January through March Mazda sold 6,239 Mazda5s. In that same timeframe, VW moved just 2,195 Routans. Seems there might be a market for the mini-minivan.

Skeptics will say that the Touran is a too small, Euro-mobile that isn’t right for the big U.S. market. To that I respond: Rubbish. The Touran fits with the image VW seems to be targeting (at this moment, at least): young, active families. It should be the next K2- and/or Trek-branded VW, with both performance and clean-diesel versions available. With snow tires it can hit the slopes. It would make a great road- or mountain-bike support vehicle. For daily use, it would be good for driving vacations and perfect for around-town duty. Finally, VW fans will like that it’s a real Volkswagen, and not just, to recall a much-used phrase from the past Presidential election, lipstick on a pig.

And just think…all those Routan badges can be reused with just a bit of cutting!

—Jon Linkov

Comments

[McLoffs]

It would be even easier than you think -- most Volkswagen badging is done with individual letters, so swapping them around wouldn't even require cutting.

[Gordon]

What can you make out of Routan?

Something you don't need: Oar-nut
Where are VW's ideas? Ran Out

.3 of a haiku:
Aunt Ro
Out ran
Our ant

[Ken Grubb]

Perhaps now VW will wake up and realize they need to revive the Chameleon.

http://www.greencarcongress.com/2006/09/vw_develops_all.html
http://www.autobloggreen.com/2006/09/26/more-photos-of-the-vw-chameleon-ev-bus/
http://www.caranddriver.com/reviews/hot_lists/high_performance/vw_audi_central/volkswagen_microbus_chameleon_concept_car_news

Use the look, feel and soul of the old Splitty, modern powertrain and suspension components, build it as a PHEV, EV with range extender, or pure EV.

[TW]

What can I say but my sentiments exactly, the Touran would be a far better choice then a warmed over Chrysler.
Sometimes you wonder just what VW in NA is thinking or smoking when they come up with this stuff. They seem well educated and smart but then again who knows.
Every time I'm in Europe I see a vast selection of superior cars, commercial vehicles and diesel engines and wonder, why can't we get these, or at least some?
But then I look around the US and see VW may not be so stupid after all. Americans do like large, thirsty vehicles with auto transmissions and soft suspensions.Perhaps that attitude is changing but who wants to take the risk if Americans rush back to buying large vehicles they really don't need if the price of gas drops?
Add to that a distrust for diesel power because 30 years ago GM thought an Olds gas engine would make a great diesel.
It seems VW suffers from two problems in NA; In the US many people still think of the Beetle - loud, slow , and cheap - when VW is mentioned and that image continues to this day.
Thus the saying "from a VW to a Cadillac" persists, an outdated saying if there ever was one.
VW also thinks that what the NA market needs is another Americanized sedan,or a fatter Polo; memo to VW - Where is your data supporting this?
Perhaps if they came to terms that they are a European car company and middle America may never consider buying one, then they can concentrate on building market share in NA to those consumers who like the cars and people carriers they sell to the rest of the world.
Their presence in the US is minuscule already, so what have you got to lose?

[Volks Wagen Vans for Sale]

Hello. It takes more than an emblem to individualize a vehicle. In this case, much, much more. I think it will be best if you're going to attach some picture in your blogs. Thanks and have a nice day! :)