Golf buyers are rebellious

Price cuts annoy old customers -- incentives also for VW Lupo and Polo

Wolfsburg. Since the start of an "anniversary offer" worth 1,225 euros on the new Volkswagen Golf, VW dealers have had trouble calming down annoyed old customers.

VW boss Bernd Pischetsrieder and brand manager Detlef Wittig introduced the offer at the end of January in connection with the Golf's 30th birthday. "We receive hundreds of complaints from customers who got the car before the date the offer started and who therefore did not receive the discount," said Dirk Weddigen von Knapp from the VW/Audi dealers' association.

Many dealers want further price reductions. Despite the climate control now being included in the price, the Golf V is still too expensive in comparison with its competitors.

Michael Fella, responsible for the VW brand at Mahag in Munich, expects a wave of protest once the VW advertising campaign for the Golf V anniversary model starts to make an impact: "This is absolutely annoying," he said.

Some dealers have already retroactively changed vehicle orders, others have written credit notes to the value of a climate-control system. However, dealers' options are limited. "Volkswagen should be obliged to provide refunds for the air conditioning," said Richard Meisinger, managing director at the VW center in Rosenheim. VW declined to comment.

The automaker is preparing a "sales offensive" with attractive offers to increase sales. First, interest rates on financing will be reduced to between 0.9 and 3.9 percent. It is now as high as 5.4 percent.

There also will be pool premiums of 700 euros and 1,200 euros for the Lupo and Polo small cars.

VW also grants its dealers a deferment of payment until the end of April. Special models of the VW Polo and the Passat are also planned.

0

Shares

ATTENTION COMMENTERS: Over the last few months, Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.

Newsletters