I recently attended the North American launch of the VW Tiguan in Boulder, Colorado. The small, bipolar town splits its identity between Rocky Mountain beer commercial and Neo-Hippie college town. The picturesque, almost European landscape and twisting mountain roads are an ideal setting to launch a small SUV. I went on the European launch in Budapest several months ago and, as much I love Hungary, I think the U.S. launch was more fun. The main reason was the extra time I spent with the people from Volkswagen and the insight into their new outlook and North American strategy.
The briefing began with some of the things that influenced the Tiguan's design. On a giant screen in a small auditorium, the classic 'Little GTI' commercial flashed and German surf music (who'd have thought?) blared as a pair of '84 GTIs jumped, slid and otherwise tore up a track. In the audience, hardcore VW guys welled up and held hands like a group of women watching the last 10 minutes of a made-for-Lifetime movie.
It brought us back to a time when VWs were all about fun and doing things differently. There wasn't a Jetta trying to emulate a Corolla. There wasn't an R32 struggling against more powerful STIs and Evos. There certainly wasn't this horrible currency exchange rate. What Volkswagen faced was an opportunity in a market hungry for something different. People may not have asked for it, but what they wanted were small, efficient performance cars that offered European flair and driving experiences. Enthusiasts were looking for a change from Mustangs and Camaros. Non-enthusiasts were after something economical and space-efficient that, for some reason unknown to them, put a smile on their face every time they drove it.
The original GTI was all those things and more. Maybe the biggest thing was that it looked like fun. Fender flares, a chin spoiler and blacked-out trim added up to a car that looked the business. It was small, light and fast. It summed up VW's meaning in life.
The GTI and VW as a whole lost their way in the mid-1990s. The company wanted to compete with the big boys and nearly sold its soul to do it. The cars became heavy and bland. Great models like the Corrado became too luxurious and consequently too expensive to make sense in this market. The GTI got heavier and even gained two more cylinders. The sporty econo-racer image was gone. VW was building what people were asking for.
Fortunately, it looks like the company may have seen the light. The Tiguan is the first in a line of new products that may well bring VW more mainstream success, while still selling cars that are decidedly Volkswagen. In the coming 12 months, we'll see some big changes, from brand-new cars to much-needed changes to existing models.
VW has dubbed the Tiguan the GTI of the SUV world. After my first four-wheel drift in a big sweeper on an autocross track, I'm convinced. Driving excitement probably isn't paramount for most SUV shoppers, but that could change with a test drive. The Passat CC will add some visual excitement to what is already a great car, but it is off most shoppers' radar. Drivers may realize what their anonymous Asian sedans are missing. A minivan made in partnership with Chrysler may not sound too exciting to the average reader of this magazine, but for consumers who need the space, a little Euro flavor in a kiddy hauler might be nice. A Jetta Sportwagen will be along shortly. The real news, however, is the future.