Horn wants to connect the German and American Volkswagen markets more directly. Well then why not bring over the models they sell in Germany that they do not sell here? People are interested in the Amarok pick up truck, there's a good place to start in the pickup crazy American market. He says the truck is too small compared to something like an F150. The market doesn't need another F150 it needs a compact truck. Does an $80k+ premium luxury sedan that will compete with Audi's offerings really make more sense than an affordable compact diesel truck?
What about the Scirocco? We are not good enough for that car either? Michael Horn is a German and he has a good idea of how the brand does in Germany. However, this is not Germany. The one good sign is that Michael Horn says he is about the 'peoples' car and increasing volume with mainstream cars. Then give us the damn mainstream cars!
He does not want to take the brand upstream but make it more mainstream. Good. So how in the world does the Phaeton accomplish that? Why say one thing which is the right thing to say but then do the wrong thing by taking the brand too far upscale? It just does not make any logical sense.
Hopefully Michael Horn is able to turn around the US Volkswagen operations but this will not be accomplished with a Phaeton. Unfortunately, the Germans just do not seem to be listening to the Americans.