VW Launch of New Diesel Delayed
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Volkswagen’s planned introduction of a 50-state diesel has been delayed from spring to late summer 2008 because of an emission issue, according to a memo obtained by Brandweek.
In a note to dealers (see link below), evp Adrian Hallmark told dealers that the Jetta TDI sedan and wagon would not be introduced in April due to “a technical issue that was found during the later stages of durability testing.”
“As disappointing as this is for all concerned, our first priority is to ensure that the integrity and quality of the new technology is not compromised, so as to maintain a trouble-free launch,” Hallmark said in the memo.
To address the potential sales shortfall, Hallmark said the automaker was considering a number of options, including “obtaining additional production of high-demand product, ramping up the launch production, and speeding up shipment times of the new TDI, bringing in special edition cars, etc.”
VW rep Keith Price said that the issue stemmed from its downstream exhaust system.
“From a quality standpoint, this has to be perfect,” Price said. “And therein lies the rub. We are covering new ground with this car, this is not a configuration. We are appeasing strict standards.”
The Jetta TDI is currently a centerpiece of the events-based Dieselution Tour, which includes a trailer with exhibits and information about the technology that is still projected to allow Volkswagen to be the first automaker to sell a diesel model in all 50 states in accordance with emission standards.
The news is a blow to dealers who have eagerly anticipated the diesel and counted on its halo effect to draw showroom traffic. One dealer reported that three of every five calls regarding product were related to the Jetta TDI.
Volkswagen sales are down 2.9% through October.
“It’s disappointing,” said Bob Grace, chairman of the Volkswagen National Dealer Council. “We have been preparing some marketing initiatives for it, but now it will have to wait.”
To see the complete memo, click HERE.