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GERMANS GET SERIOUS ABOUT SEMA; VW searches for its soul in Las Vegas.(News)
Byline: MARK VAUGHN
Is Volkswagen still cool?
It certainly used to be. The GTI was the first cool import car-with power, handling and a cachet different enough that the youth of America could own it and not feel like they were following the crowd. And all you have to do is look at the R32 to see that Volkswagen has never lost that nebulous concept of car cool.
Yet VW seems to feel a little lost here in America, like maybe the brand is no longer aspirational, even to the entry buyer. So it has entered a long journey to find itself, a journey that will pass through the Specialty Equipment Market Association tuner gala in Las Vegas and then move on to who knows where.
To start its search, VW formed a team of 25 people, not all Germans, set up some of them in the company's Simi Valley design studio, a few more at VW's United States corporate headquarters in Troy, Michigan, and placed three very lucky imagineers in a Malibu Beach house and told them "to study the American car culture and find out what sells cars in America,'' according to a company spokesman.
You will see preliminary results of all this navel-gazing on VW's first-ever ...
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