• Aug 19, 2010
2011 Volkswagen Phaeton – Click above for high-res image gallery

This time, with feeling. According to both Bloomberg News and USA Today, Volkswagen is once again considering bringing the ill-fated Phaeton back to the U.S. market. The reasons behind the move are many, but center around VW's intention to triple its market share here in the land of the free by 2018. In order to do that, the company is planning on rolling out its luxury bruiser one more time, bolstered in part by the success Hyundai has seen with its Genesis sedan. Of course, that particular luxury cruiser doesn't cost anything close to the Phaeton's $85,000 MSRP – even the Korean automaker's forthcoming Equus range-topper will likely not command that sort of money – and its success in the U.S. remains as-yet unproven.

Bloomberg spoke with Juergen Borrmann, the director of the carmaker's Dresden facility. Borrmann said that the company is gunning for the U.S. and that by the time the model hits our parking lots, it will be completely reworked.

Consider us interested.

Supposedly, the American version will feature a slew of different engine choices compared to the cars currently on sale in Europe and China, as well as a significantly different interior materials. According to the report, our model will share very little with the next-generation car set to hit the market next month. Hey, if at first you don't succeed...

*Update: Volkswagen says that while it thinks that there are opportunities for the Phaeton in the U.S., right now no final decisions have been made. At the same time, the carmaker says that it is continually working with the Dresden plant to evaluate potential markets for the luxury sedan.



[Sources: Bloomberg News, USA Today]


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  • 70 Comments
      • 4 Years Ago
      If they bring this before the Golf R, its over between you and me VW.
        • 4 Years Ago
        Same for me... except I'd prefer the Scirocco
        • 4 Years Ago
        A Mk6 R32 with a manual would be nice too, and I bet they'd sell more of those in 1 week than they will sell Phaetons in a year.
      • 4 Years Ago
      Audi S6 = $76,000 US
      Audi A8 pricing is not yet released...

      that S6 looks tempting, and a RS6 even more if it hit North America
      • 4 Years Ago
      Honestly, how do you expect to sell a car at that price point when it looks like a Jetta? Hire a designer VW.
      • 4 Years Ago
      Note to VW:
      Americans will never buy a $85,000 Volkswagen. We just won't. Audi, BMW, Merc, yes, but not a VW. I love you guys, but the real world is against you on this one, again.

      One of the main reasons Genesis succeeded was because Hyundai under cut the others in price.
      • 4 Years Ago
      I love VW's vehicles, but I don't understand the Phaeton. No one really buys it, even the people that can afford it. It's like the forgotten model.
      • 4 Years Ago
      "Honey, I Blew up the 2011 VW Jetta?"
      • 4 Years Ago
      selling a half dozen isn't going to help your overall sales in the US vw.
        • 4 Years Ago
        VW wants to increase market share.......... how about improving the quality of their cars
        • 4 Years Ago
        It's a bummer to see VW wasting engineering resources on a car that probably won't sell well instead of focusing those resources on improving quality and reliability on the vehicles that do sell.

        VW's are such great cars when they are working properly that it makes it even more aggravating to deal with their frequent and seemingly never ending problems. Anyone who has ever had a really good looking but slightly unhinged girlfriend or boyfriend knows the feeling.
        • 4 Years Ago
        @HJC 2 - weird, according to all those sources we use to rate car reliability in the US, they have been doing that, steadily, for three generations.
        • 4 Years Ago
        @gasser

        Zamafir will respond with how he's owned over $100k worth of VAG products over the last few decade and he's never had a problem with reliability. Because if it doesn't happen to him, it cannot be a real problem for anyone else.
        • 4 Years Ago
        That's the first thing I thought too... this has nothing to do with increasing their marketshare, and much more to do with ego... or simply not learning from past mistakes.
        • 4 Years Ago
        not quite

        they are still in the back of the reliability charts


        they are the GM of Europe, every thing they get from suppliers is always a cheapi cheap - all they ever ask is how cna I get mine cheaper than wehat you are selling to someone else alreay

        their specs for validation are also not as harsh as other suppliers

        goes to show why their reliability sucks
      • 4 Years Ago
      Phaeton is very impressive car and seems to be doing great in China, but in Europe not to even talk about USA where VW is lesser known brand i'm not sure what they are trying.
      I guess they want to up the VW brand image this way in USA, but they already got Bentley(Continental is based on Phaeton) and Audi for the big luxury cars. I just don't see all this worth it.
      • 4 Years Ago
      Correct me if I'm wrong but wasn't the CC supposed to be the "high end" car for the US market? A fully-equipped Genesis costs around $44 grand close to what you would pay for a CC without the high end nav system and stereo.

      Bringing an $85k car to this country to act as a competitor to a car that costs almost half as much makes no sense, if VW improved on what the CC gives for around the same price point as a Genesis then they could have a better shot at selling a luxury car in this market
      • 4 Years Ago
      never understood this car...for this $ wouldnt someone look at the sister Audi?.....the car seems the answer to a question no one asked....
        • 4 Years Ago
        if you look at VW's market data, the VW buyers upgrade to BMW not Audi's...so it would seem to be the intent to upscale the brand before they leave the family portfolio altogether...
        • 4 Years Ago
        Mark...thats probably because of service issues....but jumping from VW to BMW is like out of the fat and into the fire IMO ( Ive had 4 Bimmers....every single one had issues ) I just cant fathom a business case for this vehicle...unless the equivilant Audi may be moving MORE upscale....otherwise it does seem like internal competition, and who wins there?....beside that the $85k market has some established marques, VW tried this once...maybe they are suckers for punishment...
        • 4 Years Ago
        The sister car is a Bentley.
        • 4 Years Ago
        but heres the thing....VW OWNS Audi.....seems strange theres internal competition, and lets face it, Audi in most minds holds more status, and someone that spends $85k on a vehicle has status high on their checklist....me, id personally opt for the new Jag XJ....do you actually think this VW can compete with the "status" that car exudes....this is scary ground for VW IMO....and I truly question WHY?
        • 4 Years Ago
        But yeah, ~$100,000 for a Dub sounds kinda dumb, considering what "VW" stands for. Unless they did something really, really special with this one. Like heated blinker fluid and ear massagers. And made it air-cooled.
      • 4 Years Ago
      Not a bad car, but I much rather have its competition.
      • 4 Years Ago
      This is a cool car - my buddy's uncle has a W12 and it's gorgeous. But I fail to see why you wouldn't just spring the extra cash for an Audi, if you're already spending $90-100k. =
        • 4 Years Ago
        Yeah, you do have a point. But I wouldn't mind getting a used Phaeton W12. I always thought they were pretty darn cool. Not the biggest M-B fan unless it's an AMG...
        • 4 Years Ago
        The sad thing (but good for the second owner) is the resale on these cars. I can get an 04 W12 with around 90k miles for under $20k. Or a V-8 for under $16k with around the same miles....that's bad.
        • 4 Years Ago
        I've always liked the Phaeton, it was just too expensive. I suppose VW is trying to figure out how to build it as cheap as possible, but still make it look more expensive than the past model generations.

        Maybe VW should find out where the the Equus is being built and have them build the Phaeton there?
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