• Aug 1, 2007
What a pleasant "problem" to have! The Volkswagen Eos has left such an impression on Canadian drivers who already snapped one up, that dealer lots were picked clean of the Rabbit-based convertible purely on word of mouth alone. That's all well and good, but when you're an automaker with a new car to launch, you pull out all the stops for an advertising campaign to roll it out. As these cars were zipping off to homes, VW was in the middle of planning the Canadian marketing launch of the Eos. Looking at the numbers, it quickly became obvious that the car was selling itself, and that it no longer made sense to go through with the launch campaign. We're sure that VW's trying to figure out why that happened for the relatively affordable Eos, and not the über-sedan Phaeton.

Thanks for the tip, Erica

[Source: mediaincanada.com]


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  • 22 Comments
      • 7 Years Ago
      Wow, VW sold both of the Eos allotted to Canada without marketing!
        • 7 Years Ago
        Henry @ Aug 1st 2007 9:38PM
        "Wow, VW sold both of the Eos allotted to Canada without marketing!"

        Hahaha...
      • 7 Years Ago
      I've seen maybe two on the road. Too bad, because the Phaeton is much better than this GTI-for-dentists-wives.
      • 7 Years Ago
      There's a lot more to engines than the way the cylinders are laid out.

      It's a good thing the Eos is selling so well in Canada but what about the US?
      • 7 Years Ago
      Chinese market is times larger than Canadian market.
      It's important to sell well there.
      • 7 Years Ago
      Pedantic:
      It's Passat based, no golf/jetta/rabbit, even as a cabrio would come close to $40k+. :)

      Passat is their mid sized car, more upmarket than an Accord, but not quite a 3-series.

      Yeah I know, it's not really a "people's car". The Rabbit is more for the 'everyman', and in the Jetta's case, the 'everywoman' ;-D
      • 7 Years Ago
      Automakers have adopted their marketing campaigns from the consumer goods industry, putting all of their dollars in an initial marketing push, and then stopping spend for the next 4 years, as sales fall.

      A better idea would be to hold off an marketing spend the first year. People who know cars already know when the new model comes out, so there's no need to stimulate demand.

      Wait until the early adopters are finished buying, and then launch the ads to capture the next tier of buyers.
      • 7 Years Ago
      Well it sells so well because a fully loaded Eos 2.0T in Canada has an MSRP of under 43,000 while an entry level Volvo C70 starts at 56,000 and once you add leather and such you're up to over 64,000. With a Saab 9-3 Convertible starting at 52,000 Canadian its the cheapest European convertible in Canada.
        • 7 Years Ago
        "Different markets" Que?

        http://autos.aol.com/autos_compare?v1=9407|USB80VWC111D0&v2=9347|USB80VOC101A0&cur_page=details

        Volvo, Volkswagen, & Saab are the "Sub-premium European" brands. They are the most direct competitors to each other.

        The Eos is basically the same car as the C70, its just cheaper, more powerful, a bit smaller, and has a sunroof in the hardtop.
        • 7 Years Ago
        Please...do not put the Eos on par with the C70. "People don't get the C70 because a VW is 13K less..." Please, if you go with an Eos, you are NOT in the market for a Volvo. I assure you. Completely different markets.

        I find it to be sad that this car is only 13K less than one of the hottest luxury cars on the planet. This is why VW struggles.
      • 7 Years Ago
      This seems to be a questionable statement because figures are not given. Canada isn't one of VW biggest markets and I sure the volume supplied to dealers is very low.
      • 7 Years Ago
      Only saw it twice here in Toronto on the road....
      • 7 Years Ago
      Actually, I don't think VW allotted much of any model to Canada. When I was at the VW dealer a few weeks ago, almost every car we wanted to look at, if it wasn't already on the dealer lot, had to be factory ordered. So if you didn't like what the dealer already had (and they didn't have much) you were in for a wait, if you wanted a Volkswagon.

      Incidently, I have seen a few EOS's on the road. So I do believe they are selling better than VW had expected.
      • 7 Years Ago
      That's not too hard to believe, it's got the style, the power and the price (but I'm not so sure of a $40,000 V6, even for any car thats a bit much). This would be a steal if i could just find one under 30K with an Automatic. Wise choice Canada!
        • 7 Years Ago
        Close enough i would say, if only some of those options werent so tempting...
      • 7 Years Ago
      to sell phateon, they slap bentley badge on it and call it flying spur. ;]
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