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Volkswagen Australia has mentioned introducing the brand new Tayron identify to its native lineup comes with a specific amount of threat, after its predecessor was capable of leverage the favored Tiguan identify.
The Tayron is the substitute for the 2018-2024 Tiguan Allspace, the second hottest SUV within the model’s Australian lineup year-to-date behind the T-Cross small SUV, which is second solely to the Ford Ranger and Toyota HiLux rivalling Amarok dual-cab ute.
Order books have opened for 2026 Tayron in Australia, which follows the Allspace formulation of providing as much as seven seats in what’s basically a long-wheelbase model of the brand new second-generation Tiguan, which arrived in native showrooms earlier this 12 months.
The Tayron identify has been utilized in China since 2018, however that is the primary time it’s been utilized in markets like Australia and Europe.
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“Tiguan is sort of a strong identify out there,” mentioned Piergiorgio Minto, Volkswagen Australia passenger car director, when questioned by CarExpert on the brand new strategy.
“It’s a threat, however on the identical time a chance in my view.”
“It’s a threat since you don’t have any [name recognition] out there, [it’s] one thing new, so you’ll want to talk that – you’ll want to current it. That you must deliver it to the individuals, and shortly as effectively, so that you want a bit of bit of labor behind that.”
“However, I consider that the automobile is known as a new identification, it’s totally different – the design just isn’t the [same as] Allspace or the Tiguan; beforehand you simply matched from the [Volkswagen] web site to see one was for much longer.
Above: Tiguan Allspace
“[Now, with Tayron] The arches are totally different, they’re a distinct design – so you will have quite a lot of options which might be fairly totally different from one to a different, so you possibly can actually see that it’s a automobile for itself.”
Many of the Tayron’s key rivals use the identical identify for each five- and seven-seat fashions, such because the Honda CR-V, Nissan X-Path and Mitsubishi Outlander.
However having a extra distinctive identify – and look – additionally presents a chance for larger success, says Volkswagen Australia’s head of product, Arjun Nidigallu.
“A number of instances [customers would] are available for a Tiguan, and so they didn’t even realise there’s an Allspace on the dealership, and so they’d say, ‘oh proper, I didn’t know you had a seven-seater’”.
The lack of information is one thing entrepreneurs speak about because the ‘high of the funnel’ – an outline for purchasers within the very early phases of buying a brand new car.
With prospects not even realizing the Allspace was in showrooms, they might be misplaced to Volkswagen’s rivals, mentioned Mr Nidigallu.
“In case you have a singular identify from the outset, the early a part of the funnel the place prospects are conscious there’s a seven-seater, I believe will assist with the scenario.”
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