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2012 Volkswagen Passat: German Enough, Or A Case Of Bless Their Hearts?

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Volkswagen has new neighbors at its new manufacturing facility in Chattanooga, Tennessee. And in the usual Southern style, it's gently calling out the flaws it sees in the Alabama-built Hyundai Sonata and the Georgia-made Kia Optima, leaving out only the usual "bless their hearts" punctuation, while it crows about its own 2012 Passat.

At the global press launch of the Passat earlier this year, VW execs professed admiration for the sales numbers the Sonata and Optima have racked up, grabbing share from the likes of the Toyota Camry and Honda Accord as they amassed best-of awards in the 2011 model year. But before they put CAD to CAM in designing the new Passat sedan--making it bigger, less complex to manufacture, and more accessible in price--VW says they studied the competition in depth, and saw an opportunity.

They "didn't like the ride or steering or design" of the competition, says Serban Boldea, the Passat's product manager, and didn't want a car that "after three years, looks old."

What they've settled on as the hallmark of the new 2012 Passat, no surprise, is its "German-engineered" heritage. To that end, the powertrains pair up DSG with turbodiesels, and breathe one more life into the hoary five-cylinder. The hardware's not exotic by any means, but goes point to point with other family sedans on the spec sheet. And while there are no lithium-ion hybrids or other exotica in the works, the TDI's 43-mpg highway mileage and its 795-mile cruising capacity makes it "an outstanding alternative to hybrids," Boldea points out.

Like the Jetta before it, the Passat is being repositioned slightly downmarket from the upscale (read: expensive) marketing niche occupied by the outgoing car. The first vehicle built in the U.S. since it shut down Rabbit production in Pennsylvania in 1985, the new Passat forgoes some sophisticated frills like a five-link rear suspension, for features VW thinks Americans put in higher esteem. For one, it gets a huge new rear seat "sized for America, not just built for somewhere else," Boldea says.

It's all part of VW's mandate to sell 800,000 vehicles a year through its core brands in North America by 2018. To execute its piece of that mission profitably, the Passat's production base in Chattanooga comes standard with labor pay rates far below those of German factories, or even those of some American plants. Build complexity has been simplified, so only 16 Passat variations are possible, giving VW a tight rein over cost. A product-sharing arrangement with VW's Chinese arm means higher volume for the new sedan, kicking the profitability curve higher, sooner.

The grand vision means more Passat-based vehicles, too. By the time an updated sedan is ready for sale in 2016, it's to be joined by a second Chattanooga-built vehicle. A seven-passenger crossover seems like the most likely product, while a true Microbus replacement has vexed VW for most of the past decade. Whatever the final form, that new vehicle and the next Passat, will both be part of a mid-size vehicle family that truly will be global--built from component kits and modules shared around the automaker's empire.


The 2012 Passat goes on sale in October, with final pricing still to come but hinted strongly at about $20,000 base. Will the Passat be German enough, or is it too much, too late? Find out now in TheCarConnection's full review of the 2012 Volkswagen Passat.

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Comments (9)
  1. Yep, the Passat won't look old in three years. Why? It looks old now.

  2. It looks and feels a bit too American. I don't like in general cars built for the American market (except maybe for supercars). And I also don't like the new radiator grill that all VW cars have.

  3. I'm a big fan of Volkswagen, But In case of design, it is not good compared to Hyundai Sonata
    What do you think about that? I'm expecting new design of Volkswagen.

  4. VW sold 12,500 Passats in the USA last year, and they want to produce and sell 150,000 Passats a year. This is an overly ambitious figure based on running 2 shifts at 40 jobs an hour. These vehicles get only average gas mileage, and a history of poor reliability. Viel Glück!

  5. Great comment, Michael!
    I'm getting a bit tired of the "German Engineered" bull VW and the other Germans crow about.
    If German engineering was so good, why do they make some of the most unreliable cars?
    Engineering in the US and Asia is every bit as good as German, if not better, but the Germans think they can rest on their laurels forever. It ain't so, Krauts. But I have to admit you have a lot of the American public fooled when that phrase is used and what's worse some of the fools will pay your premium prices for subpar goods.
    Whatever you guys are smoking, there is no way your gonna sell 800,000 vehicles a year in NA!

  6. Bill:Quality and sales numbers are all about pricing. Any Japanese, American or German could make a great product if they have the money to invest. (Not the Chinese though)
    And if they want to sell 800.000 cars, all they need to do is lower their margins.

  7. The Audi-esque greenhouse seems a little strange.

  8. The product manager of VW said that he did not want the design of the Passat to look old after only three years - It looks old from day one and reminds me of the original square and ugly looking passat. The whole design is a disaster. It is just too "MARY HICK" We need a PROPER NEW DESIGN. This design makes the last model look extremely attractive. With designs like this, VW will never achieve their aims of car sales world leader.

  9. Doing it safe, joining all the other midsize mediocre designs.
    Instead of challenging the market place with vehicles that inspire, the drives and SUV's of tomorrow.
    Where are the guys who shaped the VW brand, Porsche, Feuereisen, Nordhoff, they certainly where made of a different caliber, gutsy, forward looking pioneers, stimulating our imagination.

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