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Volkswagen to challenge Toyota in the U.S.

Volkswagen has continued to do well in its home market and the rest of Europe. It is also the leading seller of cars in China, competing with GM (NYSE: GM) for the top spot. But, since it sold its compact Beetle sedan here in the 1960s, VW has become a nothing brand in the U.S.

Now the management of VW wants to change all of that, and compete with Toyota (NYSE: TM) for U.S. share using high quality, no-frills cars. According to The Wall Street Journal, Volkswagen has said it wants to sell about 1 million cars annually in the U.S. by 2018, compared with about 330,000 last year.

VW plans to add 12 new models over the next several years and keep prices of models like the Jetta and Passat below comparable Toyota models.

And, that will pick up market share in the U.S.? VW, dream on.

VWs don't sell well in the U.S. because no one wants to buy them. It is not as if the company does not have plenty of dealerships. Its luxury model, Audi, does just fine. But how many car buyers say, "I just have to have one of those new VWs"?

The German car maker is also coming up against stronger products from the locals, Ford (NYSE: F) and GM. Selling cars in the U.S. is part of a life-and-death struggle for them to hold sales in their home market.

VW should keep its focus on China.

Douglas A. McIntyre is an editor at 247wallst.com

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Last updated: November 10, 2009: 10:14 PM

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