Skip advert
Advertisement

Blog: VW at Detroit

Our deputy editor, Graham Hope, on why Volkswagen was the real star of the Detroit Motor Show

If volume dictated matters, the undisputed star of this year’s Detroit Motor Show was the new Chevrolet Corvette Stingray.

In front of a rapturous crowd of patriotic media, industry types and portly rednecks, the new-for-2013 C7 was unveiled in a building the size of Belgium beside one of the many post-apocalyptic areas of Detroit that skirt its city centre.

Advertisement - Article continues below

To these eyes it looked like more of the same, but they loved it and expressed their enthusiasm in that most American of ways – hollering and whooping and wanting to get their picture taken beside it. It was VERY Detroit.

But across town on the same evening was an event of more manageable proportions but of far greater relevance to us in the UK, and the industry as a whole.

The Volkswagen Group reception served as a celebration party of a record year in 2012. Startling figures were trotted out in a matter of fact style by the bosses of VW, Audi and Porsche and must have sounded very ominous indeed for other manufacturers.

9.1million sales worldwide in 2012 (behind only Toyota and GM). VW up 35 per cent in the US. Audi targeting 1.5million globally a year by 2015, up from 1.45m at present, and intending to overtake BMW as the biggest premium brand by 2020. Porsche sales up 18.7 per cent last year worldwide.

Once a bit-part player in the US, VW’s multi-billion dollar investment in North America is paying off handsomely. Yet another new factory opened this week – in Silao, Mexico – and the juggernaut shows no sign of slowing down.

Strategic targeting of the US market is making it stronger and stronger across the world. But amid all the fanfare, one question of mine VW CEO Martin Winterkorn didn’t want to answer directly was what all this meant for rivals.

In Europe, in particular, several makers are struggling badly as most of the VW Group brands go from strength from strength. Excess production and potential closure of factories are a real problem.

But as his final statement of a triumphant night, Winterkorn deadpanned: “What competitors are doing with overcapacity I don’t know. But we are not cutting back.”

So it’s full steam ahead, then. On a night when America loudly hailed one of its own automotive heroes, I can’t help feeling that this - and not the Corvette’s coronation as king of Detroit 2013 - will be more significant in the long run.

Skip advert
Advertisement
Skip advert
Advertisement

Recommended

Best electric car deals: today's top discounts and incentives on new EVs
Best electric car deals - header image

Best electric car deals: today's top discounts and incentives on new EVs

Making the switch to an EV? These car brands have an offer (or two) for you
Best cars & vans
28 Apr 2025
Volkswagen ID.Every1 concept: entry-level ID.1 EV will ‘still feel like a Volkswagen’
Volkswagen ID.Every1 concept - front action

Volkswagen ID.Every1 concept: entry-level ID.1 EV will ‘still feel like a Volkswagen’

The Volkswagen ID.1 will arrive in 2027 and look to start below £20,000
News
23 Apr 2025
Volkswagen to extend its range with range-extender PHEVs for Europe
Volkswagen Touareg - front cornering

Volkswagen to extend its range with range-extender PHEVs for Europe

EV-lite range-extender technology could prolong the shelf-life of Volkswagen’s petrol engine offerings to 2030 and beyond
News
23 Apr 2025
Volkswagen to launch more than 30 new models in China by 2028
Volkswagen ID.Aura, Evo and Era unveiled at the Auto Shanghai motor show

Volkswagen to launch more than 30 new models in China by 2028

The ID. Aura compact saloon, plus the ID. ERA and ID. EVO SUVs, showcase new powertrain and autonomous driving technology
News
22 Apr 2025

Most Popular

New Kia PV5 Passenger MPV undercuts the VW ID.Buzz by a huge £25k
Kia PV5 Passenger - show front

New Kia PV5 Passenger MPV undercuts the VW ID.Buzz by a huge £25k

New entry into the electric people carrier market undercuts the VW ID. Buzz by a significant margin
News
29 Apr 2025
New 2025 Kia PV5 van starts from a tempting £22,645
Kia PV5 Cargo on display at Commercial Vehicle Show - front 3/4

New 2025 Kia PV5 van starts from a tempting £22,645

All-new entry into the van market promises competitive pricing and comes with a range of up to 247 miles
News
30 Apr 2025
Ford Fiesta to return? Icon could be reborn as re-nosed Volkswagen ID.2
Ford Fiesta facelift - front cornering

Ford Fiesta to return? Icon could be reborn as re-nosed Volkswagen ID.2

VW’s sales and marketing boss considers Ford tech share “very successful” – and won’t rule out future projects
News
30 Apr 2025