As U.S. Volkswagen dealers face a tough sales climate, many are awaiting more details on the automaker’s new North American strategy. Fred Emich, Managing Partner at Emich Automotive and Chairman of the Volkswagen National Dealer Council, joins us on today’s CBT Live to discuss what dealers are hearing, what they want from the brand, and where he sees opportunities.
According to Emich, dealers have yet to meet the new North American leader, Marco Schubert, and many are awaiting more information after learning of the leadership change through media leaks.
Following a challenging year, he stresses that dealers need Volkswagen to provide the right products, improve quality, and ensure more consistent production. He questions whether the forecasted retail volume of around 250,000 vehicles this year is enough to support nearly 650 U.S. dealers. Emich also highlights the need to strengthen the lineup with rugged SUVs, possibly an off-road truck, an expanded Taos selection, and a return of wagon models. He believes halo vehicles like the ID. Buzz and a Beetle revival can boost brand engagement despite lower sales.
While dealer loyalty remains strong, he emphasizes that Volkswagen must increase support and investment in the U.S. market. Although EV demand has slowed and consumers are favoring hybrids, Emich’s dealerships report strong used EV sales, up roughly 229%, and increasing lease returns. State EV incentives in Colorado, he said, help sustain demand for affordable models, and lease penetration over 60% at some stores fosters customer retention and future sales.
