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VW exec calls US ops a 'disaster'

Today in the Tell Us How You Really Feel file we have Bernd Osterloh, head of Volkswagen AG's Group Works Councils and member of the company's supervisory board, labeling the company's US operations "a disaster." Why? Because Osterloh believes VW of America doesn't have the models it needs to be competitive here, hasn't been decisive enough about its plans and German higher-ups still don't understand the US market.
In truth, the top labor rep at the German conglomerate is echoing sentiments we've heard from VWoA executives for years, and there's been the same commentary from dealers: Germany doesn't pay enough attention to what the US market really wants. Even ex-VWoA CEO Stefan Jacoby, who preceded the recently departed Jonathan Browning, said early in his tenure that one of his tasks was to get his German bosses to start delivering what the US market demanded. New CEO Michael Horn is saying much the same thing seven years later, telling Sky News that it has to increase "the speed at which we bring new models to the market and innovation to the market."
Osterloh wants to get "more models" here, including a pickup truck, but we'd wonder if the economics have changed from when Jacoby said they'd need to sell 100,000 per year to make money. Osterloh also wants a decision on where the CrossBlue will be built. Although it looked as if the Chatanooga, TN plant would get the call, the Puebla, Mexico plant is still in the running because of lower operating costs. No matter what happens right now, Osterloh thinks the situation won't get better for another two years when revamped models arrive, but at least the company can start taking the steps for a better US future.

VW recalls 25k Jettas over low-beam headlight issue

Volkswagen has discovered an issue with the headlamps on its latest Jetta and is issuing a recall notice in conjunction with the National Highway Traffic Safety Administration to correct the issue. The problem revolves around the headlight control module, which has been found in certain instances to switch off the low-beam headlights when the high beams are turned on. Needless to say, that could result in insufficient illumination in the dark, so VW is moving to update the module's software. The issue only affects the new 2015 Jetta – specifically those manufactured between July 11, 2014 (which just happens to be this writer's birthday, thank you very much) and November 13, 2014. All in all, the Volkswagen Group of America estimates that encompasses 25,007 units in the United States, the owners of which can expect to hear from their dealers in the new year. RECALL Subject : Insufficient Headlight Output Report Receipt Date: DEC 15, 2014 NHTSA Campaign Number: 14V790000 Component(s): EXTERIOR LIGHTING Potential Number of Units Affected: 25,007 All Products Associated with this Recall close VOLKSWAGEN JETTA 2015 Manufacturer: Volkswagen Group of America, Inc. SUMMARY: Volkswagen Group of America, Inc. (Volkswagen) is recalling certain model year 2015 Jetta vehicles manufactured July 11, 2014, to November 13, 2014. Due to incorrect software within the headlight control module, the low beam headlights may turn off when high beam lights are turned on. As a result, the light output from the headlights may be insufficient. As such, these vehicles fail to comply with the requirements of Federal Motor Vehicle Safety Standard (FMVSS) No. 108. "Lamps, Reflective Devices, and Associated Equipment." CONSEQUENCE: Insufficient headlight output may increase the risk of a crash. REMEDY: Volkswagen will notify owners, and dealers will update the headlight control module software, free of charge. The recall is expected to begin in January 2015. Owners may contact Volkswagen customer service at 1-800-893-5298. Volkswagen's number for this recall is 57F6. NOTES: Owners may also contact the National Highway Traffic Safety Administration Vehicle Safety Hotline at 1-888-327-4236 (TTY 1-800-424-9153), or go to www.safercar.gov.

VW to relax ambitious US sales targets?

The Volkswagen brand sold 407,704 cars last year, a 6.95-percent decline compared to 2012, and it's down a further 8.36 percent through the end of April 2014 compared to this time last year. In order to to put the sales football between its Strategy 2018 goal posts, the brand would need to add 100,000 more sales every year to achieve the lofty 800,000-unit target. Coming to grips with how unreasonable that is, VW US CEO Michael Horn has said, "For now, we have to have realistic targets."
The reasons for the brand's slow-down are imprecise, but lots of folks are throwing lots of reasons around. Last November, VW Group Chairman Ferdinand Piech told Bloomberg, "We understand Europe, we understand China and we understand Brazil, [but] we only understand the US to a certain degree so far." Analysts say the brand hasn't had midsize and compact SUV offerings, especially an overdue retail version of the CrossBlue, and the ones it does have are priced too high for their segments. It "didn't introduce enough new engines, or alternative technologies or model variants" for the Passat and Jetta. It devoted so many resources to China that the US market suffered. It was being outspent two-to-one on advertising by competitors. Its J.D. Power dependability ratings aren't high enough to overcome its past. It "has never really taken the US customer seriously." And so on.
There's still no official admission of defeat concerning the target, but reading between the lines there are some VW execs that appear to accept it won't happen short of some deus ex machina. Still,