Goodbye, Routan? VW minivan reportedly not long for this world
Volkswagen Routan - Click above for high-res gallery
That the Volkswagen Routan has been a dismal failure is probably one of the worst kept secrets in the industry, but until now, few have taken stock of just how poorly the badge-engineered minivan was selling.
The idea was fairly straightforward, if a tad ill-conceived: take a Dodge Caravan, slap on a fresh face and a VW badge and give it an unpronounceable name. The minivan is built alongside its Chrysler and Dodge counterparts at Chrysler's Windsor, Ontario, plant... or at least it was until Wolfsburg asked Auburn Hills to stop production. Apparently, not a single Routan has rolled off the assembly line since last December, and there are no immediate plans to resume production.
Nor should they, necessarily: Of the 22,037 Routans produced between its introduction in September and the cessation of production just a few months later, only 5,582 (less than a quarter of those made) have actually been sold. With that much back-stock, Volkswagen Group of America has been offering some attractive incentives, and dealers are likely super-motivated to sell, but the Routan's retail price is still a couple grand higher than a Dodge Caravan's, part of which goes towards recouping Brooke Shields' paycheck for that ridiculous advertising campaign. And with no sign of the remaining Routans' value going anywhere but down, there's little motivation for VW (to ask Chrysler) to resume production, much less green-light its replacement.
If there's a bright spot here, it's that the Routan actually isn't a bad minivan, particularly now that good deals are available. It's been said that it is the best-driving Chrysler minivan (with the best interior of the bunch), and that's probably true – even if the name, marketing and idea that this is a proper VW has never managed to resonate with consumers.
Gallery: First Drive: 2009 Volkswagen Routan
[Source: Automotive News – sub. req'd]
Reader Comments (Page 1 of 4)
brn 11:25AM (4/20/2009)
I'm sure someone will find a reason to blame Chrysler for the poor sales.
Reply
mapoftazifosho 11:28AM (4/20/2009)
I blame crappy advertising and the smarties at VW that believe the consumer doesn't realize this is an overpriced caravan.
chconline 11:42AM (4/20/2009)
Yep. The only German engineering they did on this vehicle was German BADGE engineering... and we all know how poor that is in this regard.
At least this has the 'highest quality upon initial launch' for Volkswagen. Haha.
Duke 11:50AM (4/20/2009)
I don't blame Chrystler for it at all. I think the van as a whole was just a bad idea, with poor styling, and released in a weak market. VW should have either re-released an old school style VW van or stayed away from that segment all together.
Jei 11:53AM (4/20/2009)
Strangely enough, I actually liked the Routan exterior design over Chrysler's version. Without an active multiple-displacement-system for the engine and some styling bits, not much of a difference from the Honda Odyssey also not much competition also. I do like all the interior storage options for their minivans though. You can either seat 7-8 or carry a bunch of stuff in the cargo area with the seats stowed.
zamafir 11:55AM (4/20/2009)
As a vw audi fanboy I can wholeheartedly say I blame VW for the poor sales. None of their customers wanted this, the microbus concept perked some interest, but everyone knew this cross branded Chrysler product was a cross branded Chrysler product. Lesson learned I hope. I just feel bad for those who purchased a tarted up Chrysler.
Tool 12:15PM (4/20/2009)
The real blame is the fact that this was a warmed-over, poorly executed re-badged product in a down market and in a declining market segment.
Oh, and add in the fact that it was not a real VW (German engineering, etc).
Duke 12:29PM (4/20/2009)
Oh wow, I wrote "Chrystler"....I need to wake up!
Josiah 11:28AM (4/20/2009)
Brooke Shields is barely relevant anymore, I'm surprised someone at VW (or whoever they hired to do the marketing) didn't recognize this earlier. In fact, the only thing that's been keeping her in the news (barely) is when she talks about Tom Cruise:
http://www.google.com/trends?q=Brooke+Shields
Reply
StinkyPete 11:36AM (4/20/2009)
Apparently it's not what the people want...
Tony Gray 11:30AM (4/20/2009)
The marketing campaign was just plain dumb. Not at all clever or compelling.
Reply
Erik Tomlinson 1:26PM (4/20/2009)
Agreed.
I'm happy that the Routan looks better than the Caravan, but the price premium isn't worth it, apparently. I've NEVER seen one of these on the road.
Erik Tomlinson 1:27PM (4/20/2009)
Oh, that's why. According to Wikipedia, they sold 335 of these in Canada. Har!
Luis 11:30AM (4/20/2009)
This could be a great collector's item if they don't make anymore!
And with Chrysler probably liquidating (here's hoping!) that's highly likely.
Reply
jamie 2:01PM (4/20/2009)
It's all pure semantics now, dearies.
Marchionne is bringing in the hammer.
This is not going to be pretty.
"Fiat would be better served walking away from Chrysler to pursue an alliance with Opel, unlocking estimated savings of 1.5 billion euros - nearly seven times more than in a Chrysler tie-up before any job cuts or plant closures."
http://www.reuters.com/article/marketsNews/idINLK71154620090420?rpc=44
"Goodbye Chrysler" is what the headline should have read.
VW is just a bit player in this melodrama.
Frank 2:34PM (4/20/2009)
Jaime,
Don't jump to conclusions because a European auto analyst who couldn't even name Chrysler's lineup is all down for an Opel/Fiat tieup. Of course he likes that idea. It brings him business. Stuff happening in the US/Canada may not.
Problem for Fiat is cost. They don't have any money. As a matter of fact they are losing money. That's why they are particulary interested in Chrylser because they get access for free plus a 6 billion dollar low interest loan from Uncle Obama. If Chrysler goes C7, then they have to bid $ on the pieces - money they don't really have. That's why I don't buy the "FIAT should wait for a Chrysler BR and pick it up on the cheap" meme. What if they don't have the funds? What if they get out bid by another automaker for something they really want (like factories)?
As for Opel, GM is expecting half a billion euros ($649 million) as the minimum for anyone to get Opel. FIAT isn't going to do that deal.
Jim 2:58PM (4/20/2009)
not to mention FIAT and Opel play in the same markets. Shacking up with Opel doesn't really get them anything. Hitching with Chrysler gives them a door into the US/Canada.
Spartan 11:34AM (4/20/2009)
In an already crowded market of minivans, why would VW rebadge a Caravan in the US Market as if we wouldn't know the difference? And why would Chrysler even allow them to? Hell if the Voyager couldn't survive...
Reply
Jim 11:39AM (4/20/2009)
the vast majority of car buyers (minivans especially) don't post on places like AB and probably wouldn't have clue #1 that chrysler builds the Routan.
This thing failed for a few reasons:
1) VW has lacked a van for the US market for so long that minivan buyers never even considered them
2) it launched just as the entire industry went to hell
3) VW's marketing has been completely bonkers for a couple of years now.
AZZO45b 1:24PM (4/20/2009)
Jim... sorry but you sound like the now ex-VW Product Planner that "sold" this turkey of a concept to his upper management!!! VW demographic are indeed minivan buyers too & they knew darn well that this was a badge engineered Chrysler/ Dodge minivan.
Yeah, the economy took a major dump... & created fire-sales at Chrysler/ Dodge dealers. In the market for a minivan? Huge rebates & incentives made the Town & Country / Grand Caravan duo even CHEAPER than normal... Why overpay for a big VW badge & slight content upgrades?
Not Chrysler's fault at all... VW management underestimated their customers & has overpaid for their experiment!!!