Volkswagen plans to price its vehicles in the US market more aggressively and drop costly features many customers there don’t want, Chief Executive Martin Winterkorn was quoted as saying, according to Reuters.
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The idea is to narrow the sales gap that separates Europe’s biggest carmaker from larger rival Toyota, a daily reported.
“We have definitely added too many technical items that (American) customers don’t want to pay for,” Winterkorn said.
By tailoring its cars more to US tastes, he said, it could offer future versions of its Jetta and Passat models below what they sell for now.
Volkswagen has struggled in the US market in recent years. Quality concerns and the weak dollar have combined to leave poor sales on high sticker prices. Volkswagen lost over USD800m in the us in 2006.
