Volkswagen Phaeton, the German brand's first luxury car, was a failure in the U.S. market. (Photo: Volkswagen)
Volkswagen is ready to re-introduce its Phaeton luxury model, designed to compete with Mercedes-Benz S-Class and other top sedans, as a redesigned 2011 model despite the car’s previous failure to sell, according to an Automotive News report.
VW executives told the industry newsletter that the German automaker would take another stab at marketing the Phaeton to U.S. luxury-car buyers.
Sold in the United States from 2004-06, the Phaeton received wide praise for its quality and appointments, as well as its optional W12 engine that provided strong acceleration and all-wheel drive.
But the critics also agreed that VW doesn’t have the brand cache for most people to justify the more than $90,000 expense for a premium sedan with limited bragging rights. As a result, only 3,500 Phaetons sold over three years, the number that VW expected to sell in a single year.
The 2011 Phaeton would be completely redesigned, the executives told Automotive News, with a more striking design and as a showcase for the automaker’s advanced technology and fuel-efficient drivetrains.
Despite its failure in the United States, Phaeton has remained in the European marketplace. In recent years, the luxury car has sold with a more-modest price tag and a V-6 or diesel engine for improved fuel mileage.
