VW Taigun to be priced at the premium end of the mid-size SUV segment

Volkswagen is not looking to severely undercut the competition and will instead go with its tradition of premium positioning, even with the Taigun.

Published On Mar 22, 2021 05:18:00 PM

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VW Taigun to be priced at the premium end of the mid-size SUV segment

UPDATE: Production-spec Volkswagen Taigun to be revealed on March 31

The Volkswagen Taigun will be unveiled in production form later this month. The mid-size SUV will be the brand’s first product under the ‘India 2.0’ project, and its success will determine the course of the company’s future in our market. Despite the high expectations, the Taigun “will be true to VW’s DNA”, even if that translates into “a little bit of premium”, said Ashish Gupta, Brand Head, Volkswagen Passenger Cars India, in an interview with Autocar India.

Taigun to retain VW’s solid build and fun-to-drive characteristics
To be a feature rich package
Expected to be priced in the Rs 10-18 lakh (ex-showroom) range

Volkswagen Taigun to have a slightly premium positioning

Volkswagen products in India have been known for a tough build and sharp driving dynamics. The Polo hatchback and the Vento sedan, for instance, still remain one of the best driver’s cars in their respective segments, even if that comes at a price. And VW intends to continue the tradition with the brand-new Taigun as well.

“Of course, we are here to be competitive, we are here for the volumes, but at the same time, we will not compromise on our DNA which includes safety and fun-to-drive characteristics. So, these are things which will be inbuilt into the car (Taigun), and if that calls for a little bit of premium, we are definitely willing to do that,” Gupta said about the positioning of the upcoming SUV.

When launched, the Taigun will face stiff competition in the mid-size SUV category. While the Renault Duster (Rs 9.57-13.87 lakh) and Nissan Kicks (Rs 9.50-14.65 lakh) are positioned towards the lower end of the segment, the more popular Hyundai Creta (Rs 10-17.54 lakh) and Kia Seltos (Rs 9.89-17.29 lakh) top off the list. The VW Taigun, then, can be expected to be priced closer to its Korean rivals and carry an estimated sticker price of Rs 10-18 lakh.

Volkswagen aiming for high localisation levels with the Taigun

Gupta commented that localisation for the Taigun “is going to be as high as 95 percent". And while using local vendors can sometimes come with a penalty in the look and feel of materials, the VW head reaffirmed that the Taigun will stick to the company’s formula of a high quality and robust build. “(There will be) no compromise. It will be a true blooded Volkswagen, with all the global DNA of the VW brand,” he commented.

Volkswagen Taigun features

While the current mass market models from the brand, like the Polo and Vento, have started showing their vintage and lack a lot of equipment, the Taigun will be based on an all new, India-specific, MQB A0 IN platform and pack in the features expected from a passenger vehicle of this class.

As such, the Taigun will likely offer kit like powered front seats, a 10-inch touchscreen infotainment system, digital instrument cluster, wireless charging, connected car tech, sunroof, leatherette seats, six airbags and ESC, among others.

The feature-rich package, then, will contribute to its premium positioning on the price ladder.

Volkswagen Taigun engine-gearbox options

Unlike its Korean competition, the VW will miss out on the option of diesels, which still form a sizeable chunk of the market in this segment. The Taigun will share its powertrains with sister brand Skoda’s Kushaq, including the 115hp, 1.0-litre TSI and 150hp, 1.5-litre TSI turbo-petrol engines, each offered with its own choice of automatic transmissions.

All prices, ex-showroom, Delhi

Also see:

Taigun to lead VW's SUV offensive for 2021

Volkswagen Taigun: A close look at the Creta fighter