6 Mar 2023 – Driven To Write

A developing markets car that was out of tune with European tastes.

The Volkswagen Group doesn’t do cheap and cheerful. Its four⁽¹⁾ mass-market brands all have a reputation for producing high quality⁽²⁾ cars. One can reasonably argue that these brands are insufficiently well differentiated from each other in terms of quality of materials, build and equipment. Hence, Volkswagen has too much overlap between its brands so has not maximised its potential total market coverage.

The company must have watched on enviously as Renault resurrected the moribund Romanian Dacia marque and turned it into a highly successful budget brand, which is exactly what Volkswagen might have done with Škoda. That appeared to be the plan when the first wholly VW-era Škoda, the 1996 Octavia, was launched. This was a larger but cheaper and plainer take on the Golf. Subsequent models, however, became increasingly sophisticated, to the extent that there is little to Continue reading “Missing the Marque: Volkswagen Fox”