The last Volkswagen Beetle has officially rolled off the assembly line. In production continuously for the last seven decades, this is truly the end of an era. Over 21 million Beetles have been manufactured over the years. It holds the record for most vehicles of one name without a substantive redesign, having surpassed the Ford Model T: a record unlikely to be broken again. It has inspired customization for decades. Even though the original Beetle has not been available in the United States for over 20 years, owners still love them, covet them, trick them out, keep them running. There are at least 2 magazines devoted to them, and countless small shops that do everything from selling replica bud vases to engine and transmission building to complete restorations. The original Beetle was a great car, and an engineering masterwork.
Maybe you remember having owned a VW. Maybe it was a bullet-proof single owner air-cooled model that faithfully got you to school or work for years and years. Maybe you even got it from your Dad, who only grudgingly handed you the keys after having loved it for years himself. Perhaps it was a used air-cooled model which required service so often you kept a toolbox and a copy of the Muir book in the trunk. Maybe it was a Rabbit or Jetta that you literally drove until the wheels fell off, and you were a little sad the day you finally traded it for something newer and more “practical.” Maybe it was a Jetta or Scirocco you are sorry you ever laid eyes on. Maybe it was a fully restored beauty that you built from the formerly rusted-out floorpan on up.
I have historically been a Volkswagen person myself. About a dozen have graced our driveway over the years, from Beetles and Superbeetles, Microbusses, all the way to Jettas and New Beetles. We have owned so many various Volksies that I was once asked by a VW mechanic if there was any VW I had not owned. This being said, I do not think I will be owning another Volkswagen any year soon. There are two reasons. First there is the issue of quality. German engineering just isn’t what it used to be. The brilliant Porsche designs of yesteryear are forever gone, leaving only a mystique in its wake. My last VW was, granted, purchased used, but in 6 months I spent half its initial cost in repairs. The moment of truth came the last time I left the service department, having just paid $500 for a repair I knew cost as little as $100 on other vehicles. On the way out the service manager was kind enough to remind me that I was almost due for a routine service checkout — an additional $500. The next day, I bought a new car, the kind with a warranty. I am not the only person whose mechanic influenced a change away from Volkswagen. I realize that anecdotes are not data, but the various automotive reviewers seem to think that reliability is an issue, too. It is telling that even Hyundai offers a longer warranty than VW.
The second big problem with VW is the price tag. What are the competitors to the Jetta? I think most Americans would agree that the short list includes the Honda Civic, the Toyota Corolla, and maybe an American model like the Dodge Stratus. All small but not teeny sedans. All available with a variety of amenities. However, all of them can be had, comparably equipped, for several thousand dollars less than the Jetta. That’s a lot of money for what is arguably a less reliable vehicle. Of course, that difference is before the generous purchase incentives that VW is not offering, while its competition is.
The comparisons get worse should you move up to the Passat, a beautiful if overpriced larger sedan. For Passat money, you have to seriously ask yourself if you shouldn’t at least drive by the BMW or Mercedes dealer. You might end up with a slightly smaller vehicle, but with oh so much more perceived class.
Should we even discuss the new Touareg? With base price starting at over $35,000, this SUV is only a bargain when seen as a cheap version of the Porsche Cayenne. No matter what VW would like to believe, people contemplating the purchase of a Cadillac or a Lexus SUV are not considering a stop at the Volkswagen dealer. Not even to kick tires. Not even to play with the salesman’s head.
These facts have added up to bad financial news for Volkswagen. In addition, they have problems concerning the German economy, the exchange rate of the Euro, Brazilian land rights, and expensive labor. All of these make the quality and price problems even worse, of course.
I come to bury the Volkswagen, not to praise it.