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Volkswagen Suggests New T-Cross Is Cool, Doesn't Sound Convincing At All

Instead of telling the truth, Volkswagen took the unfortunate decision to market the T-Cross as being cool. But despite the “I Am Cool” teaser clip released today, the subcompact crossover is anything but that.
2019 Volkswagen T-Cross 16 photos
Photo: Volkswagen
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First of all, the MQB A0 vehicle platform isn’t on par with the MQB in the T-Roc. Front-wheel drive whether you like it or not, the T-Cross hasn’t been designed with an emphasis on the European customer, though it will be sold in this part of the world as well. More to the point, the 4.1-meter crossover is expected to sell much better in the Chinese, Indian, and South American markets.

“Wait, does that mean it’s been developed from the get-go with economy in mind?” In a nutshell, yes. Volkswagen didn’t invest too much money into the T-Cross, the T-Cross won’t cost too much to produce, and the only thing it has going for it come in the form of personalization.

Another thing the T-Cross prides itself on comes in the guise of the trunk. At 455 liters, Volkswagen claims it’s the largest in the segment. The Wolfsburg-based automaker fails to point out all of the negative points of the newcomer, but on the other hand, Volkswagen is much obliged to inform people that there will be a “Beats sound system” available as an option.

You know, Beats Electronics? The company was sold by rap legend Dr. Dre to Apple for $3.2 billion in 2014, and that year, Bose filed a lawsuit over patent infringement. Then 2015 rolled in, the year Monster Inc. sued Beats for fraud. Oh, and let’s not forget how overpriced Beats headphones are.

At the end of the day, Volkswagen is trying to fool the youngsters into thinking the T-Cross is right up their alley. This practice will inevitably backfire in markets where the customer doesn’t take things information for granted, especially if the customer depends on his car on a daily basis.

Don’t you find it curious Volkswagen isn’t interested in bringing the T-Cross in North America despite increasing sales and competition in the segment? The automaker knows the T-Cross would be a failure in this part of the world, though that didn’t stop Ford from importing the EcoSport from India.

Other subcompact crossover utility vehicles available in the United States include the Hyundai Kona, Jeep Renegade, Honda HR-V, and Mazda CX-3. If it were your money, would you go “I Am Cool” with the T-Cross or look elsewhere?

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About the author: Mircea Panait
Mircea Panait profile photo

After a 1:43 scale model of a Ferrari 250 GTO sparked Mircea's interest for cars when he was a kid, an early internship at Top Gear sealed his career path. He's most interested in muscle cars and American trucks, but he takes a passing interest in quirky kei cars as well.
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