Why are there few buyers for Volkswagen Variant?
2 Answers
There are several reasons why Volkswagen Variant has few buyers: 1. Poor cost-performance ratio: The price of the Passat itself is relatively high, but it only offers two engine options: 1.4T and 2.0T. Among them, there is only one model with the 1.4T engine, and the high price is clearly disproportionate to its power output. The starting price of the 2.0T models is nearly 300,000 yuan, which is also quite high. For the same price as an imported model, the high-end version can even buy a mid-size station wagon from Mercedes-Benz, BMW, or Audi. 2. Relatively small domestic market audience: Due to differences in consumption concepts, the current market consumption hotspots are still sedans and SUVs. For most people, MPVs and station wagons are still secondary choices. 3. Fierce market competition: Although the Volkswagen Variant is positioned as a station wagon, it has already formed a direct competitive relationship with MPV products. However, its competitors clearly offer a higher cost-performance ratio than the Variant. In addition, the Variant's starting price of around 300,000 yuan touches the entry-level price of luxury brand models represented by BBA, which obviously weakens the Variant's market share.
As a frequent visitor to auto shows, I believe the low sales of the Volkswagen Variant MPV are mainly due to shifting market preferences. In recent years, SUVs have been all the rage—everyone thinks they offer more space, higher ground clearance, and a more prestigious driving experience. Models like Volkswagen’s own Tiguan or the Toyota Highlander are incredibly popular. The Variant, as a station wagon, caters to a niche market. Many car buyers compare it to SUVs and find it less practical or stylish. Price-wise, it starts high because it’s an imported vehicle, with taxes and fees pushing the starting price over 200,000 RMB. Maintenance and parts are also expensive, making it unaffordable for average families. Among my friends who buy MPVs, most opt for domestic brands like the Geely Jiaji or BYD Song, which are cheaper and come with subsidies. Additionally, Volkswagen promotes its own SUVs more aggressively, so the Variant gets less exposure, and dealerships rarely recommend it. As for space, I’ve sat in the third row, and it’s quite cramped—nowhere near as comfortable as the Honda Odyssey. In short, its positioning is awkward, failing to keep up with trends, so naturally, few people buy it. If Volkswagen could release a hybrid or a more affordable version, things might improve.
