I was looking around at couple of cars (on a sunday)at a dealership in the pre-owned section . i saw a car across the lot, that i thought was a Audi, but to my surprise it was a Volkswagen! so i checked it out. at first i knew it was`nt a Jetta, because it was larger, so i thought it was Passat. but as i kept looking at the car i said to myself that this is a mighty fancy model for a Volkswagen. then i looked at the sticker price and it was $54,000 so i checked the symbol of the car again to see if this was really a Volkswagen. and then i saw the name of the car and it was called the" Phaeton".which i had never heard of, or i have heard of it, and never payed it any attention because i am not a fan of Volkswagen`s but i like Audi`s(i know it`s strange because Volkswagens makes Audi) but when i got home i told my brother about it. so i pulled up Volkswagen`s web page and could not find the Phateon. and when i went on to the use car page all i found was 2006 and older.
That's one of the reasons why Volkswagen owns Audi, Toyota owns Lexus, and most major automakers own "prestige" marques that they keep totally separate from their regular brands. Like you said, you see a nice, expensive car, then you see it has a Volkswagen badge, then... does not compute!! Volkswagen = the people's car! The Beetle! The cheap little thing that runs well and efficiently but is in no way luxurious at all! When you're talking about a $54,000 sale, that kind of brand image is a huge negative, and most likely that's what caused the Phaeton to fail. Especially when one of the main reasons to buy an expensive car is the prestige, to show off - and the VW badge just doesn't do that for you, compared to something like a BMW, Benz or Jaguar. It may be just as good a car, but it doesn't mesh with the brand image at all, and that's crucial for luxury goods.
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