Volkswagen has recently ceased accepting orders for the Touareg, a flagship SUV model that has been part of the brand's lineup for two decades. However, the company is reportedly exploring an electric successor to keep its well-heeled customers satisfied. This move suggests that Volkswagen aims to cater to affluent buyers who desire luxury and style without being associated with premium brands like Audi.
According to Martin Sander, Volkswagen's sales and marketing boss, the Touareg has 'its place' in the brand's lineup, despite low sales figures. He notes that there is a specific type of customer who wants high-end design, spacious interiors, and exceptional quality, but prefers not to be linked with premium brands.
Sander describes these customers as 'very down-to-earth people who are affluent,' yet 'low-key' and uninterested in flaunting their wealth. They often include business owners who may receive unwanted attention if they arrive at a customer's home in a vehicle like the Porsche Macan.
The next-generation Touareg, if approved, is expected to be fully electric and large in size. Its platform could be based on either the PPE or SSP architecture, with the former being used for the electric Cayenne model.
This development suggests that Volkswagen may follow a similar path as its Porsche sibling, offering an entry-level electric SUV with advanced specifications. The ID. Touareg could potentially feature a 113 kWh battery pack, 390 kW DC fast charging capability, and a dual-motor all-wheel drive system producing around 435 hp.
However, it is also possible that Volkswagen may opt for a less advanced design to keep prices competitive. The company's strategy will likely be influenced by market demand and consumer preferences.
The electric Touareg would cater to the growing demand for sustainable luxury vehicles. As consumers become increasingly environmentally conscious, brands are responding with electrified models that offer comparable performance and style.
Volkswagen's decision to revive the Touareg as an electric model highlights its commitment to innovation and adaptation in the rapidly evolving automotive landscape.
The company's focus on luxury SUVs underscores its efforts to expand its portfolio beyond mass-market vehicles. This move may also signal a shift towards more premium offerings, potentially repositioning Volkswagen as a major player in the luxury segment.
As the automotive industry continues to evolve, manufacturers like Volkswagen must balance their desire for innovation with consumer demand and market realities. The success of the electric Touareg will depend on its ability to meet the expectations of discerning buyers and stay competitive in an increasingly crowded market.
