Routan Bust? VW asks Chrysler to stop building minivans for February
Evidently, early consumer feedback suggests that Fahrvergnügen is not spelled "R-o-u-t-a-n." Volkswagen has reportedly asked Chrysler Canada to temporarily halt production for the month of February on its new ported-over minivan.
Initial Routan sales have been slow, with the Windsor Star reporting that around 29,000 units have been shipped to dealers, but only a few thousand have actually been sold. The production stoppage should help stem the supply overage somewhat, but all signs point to the Routan having a rough road ahead – and not just because of the increasingly dire economic climate. VW's Brooke Shields "Routan Boom" ad campaign appears to have drawn more quizzical looks and outright scorn than potential buyers, and critics are questioning how well the vehicle lines up with VW's brand image.
If nothing else, the Routan clearly has the finest interior of any model in the Chrysler minivan family and a quick spin by this author suggests that it's the best driving, too. Still, those positive aspects don't appear to be enough to guarantee homes for the 300 or so Routans leaving the plant each day.
[Windsor Star via Kicking Tires]
Get a WordPress.com Blog
_opt_thumbnail.jpg)
_thumbnail.jpg "2011 Audi A8: Live from Miami")
Reader Comments (Page 1 of 3)
Patrick 3:38PM (1/30/2009)
The ads are quite annoying, even moreso than most other VW ads. To call it German Engineering is mostly false advertisement too. They should have said 15% German Re-Engineering for the interior and suspension.
It does look better than the Dodge Caravan though.
Reply
Andrew L 3:50PM (1/30/2009)
I wouldn't even say that cause isn't the interior exactly the same?
AZZO45b 3:54PM (1/30/2009)
Mercedes still owned Chrysler when the minivans were being developed... so its kinda German Engineering... :) :) :)
TyWright 5:44PM (1/30/2009)
Hopefully they don't start again.
I HATE that van.
Red 3:38PM (1/30/2009)
I see what the marketing department was going for, but the ads were more annoying than informative. Anyone who'd seen one could've seen this coming.
Reply
aggrazel 4:27PM (1/30/2009)
I agree 100%. VW really needs to fire whoever they have doing advertising for them. I pretty much cringe at all of them.
From My Cube 3:39PM (1/30/2009)
who wants to pay a premium over the Chrysler name badge?
I really dont think people buy minivans for their fun to drive-ness....
Reply
JN 4:39PM (1/30/2009)
And that's really the issue. There's not much of a price premium. In fact, if you consider the VW comes standard with the more-powerful 3.8 engine you can't even get in the lowest-priced Dodge or Chrysler, it's actually LESS expensive.
I've owned several Chrysler vans, but if I had the ability to buy another new one, it'd be a VW. It's a much nicer-looking van.
Craig 4:56PM (1/30/2009)
I just took a quick look and vs a loaded Town and Country a loaded VW is almost $10000cdn more at $51,550. This is way too much.
inteller 3:39PM (1/30/2009)
I wish they would put this dog to sleep. It will make it easier for Chrysler to can the town and country and just make the caravan.
Reply
Nick 3:42PM (1/30/2009)
I can't say that I am surprised. (While maybe over simplifying the issue). I think VW buyers are generally well educated consumers looking for something different. The is a reason that a person buys a Jetta instead of a Corolla, or a Passat instead of a Camry, and its not price. VW's products are almost always more expensive then their American or Japanese competitors. People are buying them for the "German engineering"
To take a Chrysler Minivan, do some badge engineering, and voila turn it into a VW was doomed from the start. If VW had put a unique drive train (3.8L VR6) and changed up the interior a little more, maybe.
VW did this to save time and money, and some times you get what you pay for.
I guarantee a properly designed MicroBus would have sold much better then the Routan
Reply
the vegas style guy 3:48PM (1/30/2009)
"I guarantee a properly designed MicroBus would have sold much better then the Routan "
AMEN BROTHER!
Jon 4:53PM (1/30/2009)
Seriously. Who the crap thought this was a good idea? Why didn't they go with the microbus? Sure it would have cost more to develop, but at least then they would have gotten a better product and not half-assed it.
Jim 5:31PM (1/30/2009)
"I can't say that I am surprised. (While maybe over simplifying the issue). I think VW buyers are generally well educated consumers looking for something different. The is a reason that a person buys a Jetta instead of a Corolla, or a Passat instead of a Camry, and its not price. VW's products are almost always more expensive then their American or Japanese competitors. People are buying them for the "German engineering""
They're buying them *because* they're more expensive and less reliable? ;)
Anyway, I don't agree with your assessment, at least not completely. This thing was (IMO) hamstrung by the fact that people shopping for a minivan had no reason to even consider VW, as they've been out of the segment for years. It's not like you can expect someone shopping Jettas or GTIs to walk into the dealer and suddenly think "Oh hey, how about a minivan instead?"
It also hurt badly that the campaign for the Routan fired up right as people stopped buying cars.
That said, if VW scuttles this, then slap an eggcrate grille on it and you'll have a Town & Country which looks better (and more "Chrysler-like") than the current T&C.
Soccer Mom 3:48PM (1/30/2009)
Despite that it looks way better than its Chrysler/Dodge hideous brothers, the family line still prominently shows in it. From the start anyone would have said that it wouldn't help sales. And it didn't.
Reply
patrick 3:51PM (1/30/2009)
What they should have done is have Brooke speak with a German accent. Then they probably would've been selling like hotcakes.
Reply
Cheese302 3:52PM (1/30/2009)
Press release "no one fooled by re badged Chrysler minivan"
agreed a properly engineered microbus availible with a manual transmission would have sold better. i know i would have bought one
Reply
Jared 3:55PM (1/30/2009)
This sure was a surprise. Or not.
Epic fail on VW's part.
Reply
joe23521 4:00PM (1/30/2009)
I'm sure the BUTT-UGLY taillights didn't help move these things. If the look of taillights can ever be a deal breaker on a car purchase, this was is.
Reply
AZZO45b 4:45PM (1/30/2009)
Yeah I always make design/ buying decisions based on tail lights... especially tail lights that have a family resemblance to other VW product.
IMO, the VW head & tail lights were better looking than the ultra cheap-o Chrysler ones. Not surprising... VW's had a higher piece cost. Quality can get you style (but not enough to justify the Routan's extra $$$).