Speaking to media at the launch of the updated T-Roc small SUV range, Volkswagen executives explained how it had secured sufficient stock to avoid the long waiting lists customers are facing from other brands.
“We have around 2500 T-Rocs until the end of the year, and around 18 per cent of those are already sold,” explained VW Australia head of passenger cars, Michal Szaniecki. “The special [Grid] editions are a pre-emptive measure to keep supply online.”
While T-Roc supply is sufficient for now, the brand explained that the small SUV was not immune from parts shortages going into 2023. Items like ‘Side Assist’ (VW-branded blind-spot monitoring) and rear cross-traffic alert, for example, would not make it to future T-Roc imports in 2023. Consumers who buy a T-Roc next year will be offered a $650 discount.
Similarly, the limited T-Roc R Grid misses out on some key equipment, although the brand says that the Australian division is “getting an unfair share of these models globally” thanks to its innovative, albeit stripped-back unique trim levels.
“These special editions are very Australian,” Mr Szaniecki said. “We have a ‘special’ relationship with HQ, this kind of creativity with limited variants is unheard of in the EU, China, or the US – we actually came up with the original (2017) Grid Edition in Australia.”
Sadly, the brand also announced that it would not be seeking to do a Golf 8 R Grid edition, as it puts its focus toward SUVs.
“Put simply, this is where the demand is,” VW Group communications boss Paul Pottinger said.
Volkswagen is bullish on its chances with the new top-spec T-Roc R, explaining it is very likely to be the best-seller in the range.
“The experience you’re going to have in a small SUV with this kind of engine is unique in the segment,” Mr Szaniecki said.
When questioned whether a potential runaway T-Roc R success story could spell bad news for the Golf, the director was more forgiving to the hatchback.
“It’s okay if most of the sales go to SUVs, it won’t spell the end for Golf,” Mr Szaniecki said.
“We need to appreciate that new market dynamic though. If Golf isn’t our key model, that’s okay, I think down the track it’s also okay to say goodbye to Golf if that’s where buyer preferences go.
“Still, a hot hatch buyer is a hot hatch buyer for now. It’s true many still associate R with the Golf nameplate, and so we have the Mk8 which offers even more [with the rear twin clutch pack differential], it’s just that those roles have changed.”
The Golf’s sales numbers are shrinking year-on-year as the brand rationalises its range of variants and moves up the price scale. This time last year, the T-Roc had outsold the Golf at a ratio of over three-to-one, but this year the two are neck-and-neck, no doubt due to the supply constraints relating to the new versions of each.
Volkswagen is also on the cusp of launching its new electric model range, consisting of the ID.3 hatchback, and ID.4 and ID.5 SUVs. It has aggressive forecasts for pricing, telling CarsGuide last year that “these will be genuine circuit-breakers, genuinely affordable electric cars”.
“The much more exciting chapter for R and these bodystyles is what this means for our ID electric models, we can’t wait to show you what’s next,” Mr Szaniecki said.
Stay tuned as we reveal more about Volkswagen’s future product plans.
Keyword: Volkswagen has plenty of T-Rocs to sell, but there's a catch! And why the success of T-Roc won't yet spell the end for Golf