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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,

VW makes $23K on every Porsche sold, more than Bentley or Lamborghini

It's a good time to be in the luxury car business. In Volkswagen Group's financial report for the 2013 fiscal year, it is revealed that that Porsche enjoyed an operating margin of 18 percent. That means the Stuttgart brand made on average about $23,200 per car sold, according to BusinessWeek. Bentley wasn't far behind, and Audi (which was combined with Lamborghini) posted a 10.1 percent margin. This compares to only around 2.9 percent for the Volkswagen brand.
"Luxury brands are on fire," said Dave Sullivan, an industry analyst at AutoPacific. He said that the average profit margin is between six and eight percent. Brands like Porsche and Bentley have the benefit of competing in rarefied markets. Buyers looking at one their vehicles have fewer models to shop against and don't care as much about price. They can also charge more for options, which further boosts income, according to BusinessWeek.
In a way, we should be more impressed by the continued success from Audi. Its models generally have direct competitors in every segment from the other premium automakers. Plus, their buyers aren't the captains of industry who are shopping for a Bentley. Still, the Four Rings is leading rivals in sales so far this year.

Recharge Wrap-up: First VW e-Golf in US up for auction, meet Project Ain't Fuelin'

Volkswagen is auctioning the first e-Golf in the US to raise money for Global Green USA. The auction is live now, and bidding goes until 3:30 pm Eastern on October 29. Global Green USA will use the proceeds to help find solutions to climate change, and the winner will get to enjoy emissions-free driving before the car e-Golf goes on sale in November. If you don't live in or near California, Connecticut, Maine, Maryland, Massachusetts, New Jersey, New York, Oregon, Rhode Island, Vermont or Washington DC, you might want to sit this one out, as the car will only be available to pick up at dealers in those initial launch states. Go bid now, or learn more in the press release below. Berlin, Germany will use Solaris electric buses for a complete bus line in 2015. The downtown line will run 3.8 miles between Zoologischer Garten Station and Sudkreuz. The transport operator Berliner Verkehrsbetriebe (BVG) will use four of the Solaris e-buses for the test, each about 39 feet long. The buses use a 200-kilowatt inductive charging system at the ends of the line to recharge in just a few minutes. The government-funded test runs through 2016, but BVG pans to use the electric buses beyond that timeline. Read more at Green Car Congress. The American Petroleum Institute (API) is worried that the Obama administration will use ethanol requirements to influence a Senate race in Iowa. In the midst of a close race against Republican Joni Ernst, Representative Bruce Braley, the Democratic candidate, is urging Obama to reject a cut in the Renewable Fuel Standard. The November election approaches, meanwhile the EPA continues to delay issuing an ethanol requirement for the year, with or without its proposed 16-percent reduction. Rejecting the cut could help get farmers and ethanol producers on the side of Braley. "We are very concerned that the signals we are seeing from the administration is that the political calculations are outweighing sound fuels policy," says API's Bob Greco. Read more at Businessweek. Project Ain't Fuelin' aims to fix up old cars to return them to original fuel economy, and then surpass it. Episode 3 of Valvoline's Under The Hood video series features Daniel Gray of MPGomatic, who is doing just that to a 1999 Honda Civic HX Coupe. He aims to get 50 mpg out of the old Civic by tuning it up, tinkering with the aerodynamics, switching to more efficient tires and other modifications.