Ten years ago, Volkswagen attempted to challenge the dominance of the Toyota Camry in the United States with a Passat developed specifically for that market. This is the story of the New Midsize Sedan.
For 22 of the past 23 years(1) and over five generations, the Toyota Camry has been the best-selling car in the United States. Over that time, a staggering total of over 9.6 million(2) Camrys were sold, an average of around 417,000 a year. It was a highly consistent seller too: the lowest annual sales total was 308,510 in 2011(3). The Camry successfully weathered the 2008-9 Global Financial Crisis and a simultaneous unintended acceleration controversy that turned out to be caused by ill-fitting floor mats.
If the enduring success of the Camry proves anything, it is that the vast majority of car buyers Continue reading “Selling the Passat by the Yard”