Why is the VW California not available in the USA ?
A while ago I read that the VW California is not available in California … or any other US State for that matter. It’s not altogether clear what the reasons are so I thought I’d dig a little deeper. There certainly seems to be anecdotal demand for such a camper among prospective US buyers from the comments I’ve seen. So why isn’t it for sale in the US ?
VW’s approach in the US seems be focused on filling niche markets as described in this post on Todd Bianco’s blog . While earlier vans of the ’60s and ’70s, the T3 Vanagon and the T4 Eurovan were all successful to varying degrees it appears that the growing trend for SUVs and people carriers in the 1990s significantly changed the nature of consumer demand. In spite of VW positioning the Eurovan in the States as a family-oriented people carrier with much more space than ‘similar’ American SUVs, SUVs won the battle and VW increasingly found itself unable to carve out a niche of sufficient volume.
Photo credit – Wikipedia Commons
In 2003 the Eurovan was withdrawn and replaced with the Tourag SUV. But it wasn’t a big success. Some years later, VW also partnered with Chrysler to turn to rebadge the Town & Country minivan into the Routan which, in spite of significant discounting and marketing, only sold less than 15, 000. So no VW camper has been available for sale in the US since 2003.
Photo credit – Commons.Wikipedia.org
Another possible reason for VW’s lack of success in gaining a foothold in the US is price. At current exchange rates, the VW California would probably have a price tag of around $65,000 and possibly more. I have read that an additional 25% tariff is imposed on light vans imported from Germany and France – the so-called “chicken tax”, since it was introduced in response to restrictions on the importation of US chicken during the cold war of the 1960s. While a little bizarre this is plausible … but doesn’t exactly explain why VW buses were so successful in the States in the ’60s and ’70s, when the tax also applied.
So it seems that American consumer tastes, the presumed lack of scale in the niche camper market and relatively high prices all combine to make it not worth VW’s while to sell the California in the US. In the meantime, VW fans have to make do with keeping older vans on the road, buying through specialist sellers such as Poptopheaven.com or attempting to import T5s from Europe.
However, given strong VW brand loyalty – as witnessed by the interest in The Bus Movie and VW’s current efforts to capitalise on VW owners’ emotional bonds with VW cars and buses - I do wonder if VW have mis-judged the commercial potential of the California in the States.
I think you’re on to something here. For the price of these new VW’s, one can get a much larger camper or camper trailer. For the past few decades, bigger seemed much better over here. With the economic downturn, small started to become popular but I doubt it will last as I’ve watch acquaintances buy bigger camper trailers in recent years. Shame really, it is the quaint coziness of the bus that I like so much. Nothing like having a kids foot in your face as the get out of bed in the morning
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Hi, stumbled upon your page yesterday, browsing the net for a VW California sleeping roof hood and good advices for California newbies. Now I found some time to read a little “deeper”. Nice to read an quite helpful so far, Thank you!
But now back to topic:
I don’t think VW misjudges the commercial potential of the California Van. Volkswagen is one of the few manufacturers knowing their business quite well. In my opinion you just need to turn the point of view: All the California Vans are handmade in Hannover, Germany. The “Californiafertigung” (California Van Manufacturing Hall) is situated only a few corners from the T5 production hall, also in Hannover. So you have very short an direct ways from production to refinement. If you keep this in mind and remember that VW is selling the California only in greater Europe. You still have to wait up to 16 weeks for the delivery of your ordered van. Think about a well questioned California on an other continent p. ex. in California. The waiting times would increase to an intolerable level. If you think this a little further, another factory somewhere in the world could be needed. With all consequences. So maybe they’re not afraid of having no commercial success but of having it.
PS: sorry for mutilating your language, that is all that is left from school times
Hi Joerg,
Thanks for stopping by my blog. And no need to apologise – I understand perfectly.
This is a puzzling issue. However if you’re right – and there is enough demand for VW Californias in North America – do you not think VW would want to exploit this market ? As you say, while VW keep their production close to the European market in Hanover, they could presumably either export to North America or expand production in Chattanooga or Mexico. I’m sure they do know their business but I just wonder if demand really is that high to justify production in North America ? With 325,000 VWs (of all kinds) sold in the US in 2011 out of 14.5 million vehicles (2012) – albeit growing strongly – this small share is dwarfed by the likes of GM (2.5 million sales) and Japanese manufacturers.
http://en.wikipedia.org/wiki/Volkswagen_Group_of_America
http://www.bbc.co.uk/news/business-20907431
Maybe someone else can help answer these questions ?
You can see pictures at http://www.californiafertigung.com
Hi Mike,
Thanks very much for pointing me towards this website – what a great site ! The photos, information and videos are a fanstastic resource if you’re into the VW California (and older camper vans). I really love the ‘future camper’ video which I hadn’t seen before.