Is Atlas-Clone Tiguan A Chance For Volkswagen To Maintain U.S. Control?
Now, if you have an engineering staff willing to do something that is clearly beyond the pale of legality, is it another stretch to think that VW would knowingly market the new and improved Tiguan to compete with -- and perhaps sink -- Atlas in the U.S.? Do you think that Wolfsburg might tilt things toward the Tiguan and away from Atlas? If the past is prolog anywhere, it is in Volkswagen. That appears to be why it is willing to counter-market against its own subsidiary's product with another so clearly aimed at the American market.
This conclusion is pretty evident. Some in VW must think it is a no-brainer. They must believe it is an easy way to get control back. Maybe they skipped basic Marketing 101 the day they discussed competing against your own products, who knows? What is more likely known is this, once the genie is out of the bottle, it isn't going back inside, at least no willingly. How much damage will this counter-selling do? That’s an unknown. More important, though for those who are pushing Tiguan, as "the Atlas killer," is the question, will it work? Apparently, they think it will, though, it is a rather myopic view that is more likely to harm both Tiguan and Atlas, in the long run than give Wolfsburg the clear-cut win it thinks it will obain.
The bottom line is this: if past is prolog, things may not work out as neatly as some in Wolfsburg believe they will. Dieselgate certainly has proven catastrophic for VW and it may just be that the counter-marketing push may work out the same way. Only time will tell if it will work or not.