g r o t t o 1 1

Peeve Farm
Breeding peeves for show, not just to keep as pets
Brian Tiemann
Silicon Valley-based purveyor of a confusing mixture of Apple punditry and political bile.

btman at grotto11 dot com

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Tuesday, March 15, 2005
14:48 - Veemer
http://www.newjetta.com

(top) link
Well, it's here:



Waiting for the shuttle to take me from the dealership to work this morning, I sat in the New Jetta they've got on the showroom floor. In fact I was sitting in it before I realized what exactly it was: apparently they weren't even supposed to be showing it to anybody before today, which explains all those teaser ads showing the car as nothing more than a blur which whisks by startled people.

I thought it was a Phaeton as I approached it... because the thing is vast. It's almost a luxo-boat. It's bound to eat into Passat sales, since I'm having a hard time convincing myself that it's any smaller—at all—than the Passat. The rear legroom has been increased by a serious amount; just look at how long that roofline is compared to the current car:



And when you sit in the driver's seat, the passenger door is so far away it's almost out of reach. And that's where the upscale-ness only begins.

There's an air conditioner vent in the glove compartment, to keep your sandwich cool, and another one in the armrest compartment. There are drink holders built into the doors. There's a standard CD/MP3 in-dash unit, and the top-level trim (no more GL/GLS/GLX designations) has satellite radio. The instrument cluster has a luxo-feeling schematic illuminated map of the car with all kinds of trip-computer readouts that looks like it'd be more at home on a Touareg, and the passenger front seat folds down all the way to allow you to pass 16-foot floor trim pieces through the trunk and out the window with ease on the way back from Home Depot. There are little swing-down hooks in the trunk to hang spillable grocery bags from. The radio can be operated keyless, and it starts up with a soft Mac-like "bong".

But that's where the luxury leaves us: a car that starts about five grand more expensive than the one it replaces, and that is considerably less powerful, considering its 2.5-liter 5-cylinder engine which even the dealer admitted is gutless as hell compared to my six-year-old VR6. And that's where I have to wonder just what in hell Volkswagen is playing at. They've transformed the Jetta from a hip and sporty first-time-buyer's car, an econobox with real pep and zip and excellent styling, to a fairly generic-looking pseudo-luxury liner with no spice left in it. VW's bread and butter has been people like—well, me, who bought it for its distinctive, cheeky snub-nosed look, its low price, and its comparative zippiness (particularly in the VR6). And in their headlong rush upmarket, the company appears to have destroyed everything that the Jetta was. "They killed the car," as Ferris Bueller might put it.

They're going to have to develop a whole new demographic to buy this thing. Maybe it's intended this way—designed on purpose to alienate the American market, because in Germany the Jetta is an "old man's car", and the new version is surely better suited for that role. But until they come up with a punchier engine, there's no way I'm looking at another one of these now, and much less so if I were to picture myself as the uninvested recent college grad I was in 1999 when I got my current car. And even if they were to offer a better engine, this car's still too upmarket to be price-competitive with anything a first-time-buyer would consider. It'd be pretty close to what I currently would want, but not what I would have been interested six years ago.

It's kind of sick watching VW do this to itself. Reportedly its sales have been hitting the skids lately, largely as a result of this increasingly ill-conceived gentrifying kick they've been on, with the Touareg and the Phaeton both coming in way under the hoped-for numbers. But rather than abandon that effort as a costly failure and try to get back to its roots, VW has elected to bulldoze through on the same path—upscaling the cars that made its fortune at the end of the last decade, and in so doing setting themselves up for complete and utter sales starvation. They've got a pretty nice product there, yes... but smile as they might, I think the world will beat a path away from their door.

UPDATE: Some encouraging details from reader Kevin B.:

The 2.5L inline-5 cylinder is the base engine. It replaces the old 2.0L 4 cylinder, the 115hp "2.slow," as it was called. It's not a replacement for the VR6 (though, VW has actually stopped making the VR6 and as of 2004 hasn't been putting it in the Mark IV Jetta, either). The initial batch of Jetta Mark Vs are simplified in terms of options packages and engines and such. Here's what the full engine lineup will be within a few months:

2.5l I-5 - 150hp, 170 lbs./ft. torque.
1.9l I-4 TDI diesel - 100hp, 177 lbs./ft. torque.
2.0l I-4 turbocharged - 200hp, 207 lbs./ft. torque.

That 2.0T is a replacement both for the old 1.8T and the previous VR6. It's getting rave reviews in Germany in the new GTI. It'll be avaiable by June or July in the new GLI, which looks like this.

It'll also have the sportier interior, better steering, and better suspension that'll be on the new GTI already in Europe and in America next year. You'll be able to have it with either the 6-speed stick, or the 6-speed DSG dual-clutch sequential manumatic (my New Beetle has this, it's pretty wild).

Eventually, the Jetta V *may* get a VR6, of either 240hp or 280hp variety.

Nice; I hope so. I did kinda suspect that we'd be seeing better engines trailing the debut car with its base-only engine; you gotta have something to upsell the sophomore car with other than just 1.0 bug fixes, right?

It makes Euro-centric sense for VW to be edging toward the turbo engines rather than the higher-displacement sixes, but I still want that VR6 back. Especially if we're talking numbers in the high 200s. That'd be a nice consolation for this Jetta's being so much bigger than the one that 174 hp moves so well out from under me...

As for it encroaching into Passat sales, I agree - but there's a new Passat that will be in the US in the fall that's larger than the current one:


Oh my! Now that looks sharp...

Also, on the price of the Jetta V - the Jetta V starts at around $18,500, in the form of a Value Edition that'll be on sale shortly after the launch. It lacks the leatherette interior of the base "normal" Jetta in favor of some pretty nice cloth, lacks the multifunction display in the gauge cluster, and has a slightly different sound system.

Which means, the Jetta V starts at about the same price as the Jetta IV, with much more equipment, and goes up to the $26,000 level for the Package 2 car with leather and everything. So, with the Value Edition, it really doesn't start any higher than the old car. Just ends up higher. :)

Well, that's good news—I just hope the undeniably larger size and the "It's all grown up—sort of" marketing don't undercut the benefit of these figures.

It's an uphill trudge they've set themselves for. It's naturally easier to take a product upmarket than it is to defeature it, which is what VW going "back to its roots" would entail. To succeed, they'd need a marketing campaign as expertly engineered as the one for the iPod shuffle, which faced exactly the same difficulty—and seems to have succeeded quite lavishly.


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