Volkswagen US CEO Stands Firm on Sedans and Hatchbacks: They’re the Brand’s “Heartbeat” and Here to Stay

Despite SUVs dominating the U.S. market, Volkswagen remains firmly committed to retaining its traditional sedans and hatchbacks. Sheel Gruener, CEO of Volkswagen Group USA, made this clear on April 2 local time, stating that iconic models like the Golf GTI, Golf R, and Jetta (sold as the Sagitar in China) will continue to be offered long-term, emphasizing their irreplaceable emotional and strategic value to the brand. Speaking at a media event ahead of the upcoming 2026 New York International Auto Show, Gruener acknowledged that sales volumes for these models lag far behind those of SUVs—citing approximately 10,000 Golf units sold in the U.S. in 2025 and 54,291 Jetta units (a 43.5% year-over-year decline)—but stressed that their significance extends well beyond numbers. “The Golf is the heartbeat of our brand,” he said. “It embodies driving enjoyment, heritage, and an emotional connection with our customers.” Gruener also noted that the Golf GTI, Golf R, and the soon-to-arrive ID.Buzz are all flagship products that define Volkswagen’s identity. “Every brand needs vehicles like these to define itself,” he added. He further highlighted that a segment of consumers still prefers sedans and hatchbacks, valuing fuel efficiency and driving dynamics over features like all-wheel drive or the elevated seating position typical of SUVs. Maintaining these models not only caters to this specific customer base but also enriches Volkswagen’s overall product portfolio. In closing, Gruener reaffirmed: “We can’t—and don’t intend to—focus solely on SUVs. Compact sedans and hatchbacks deliver something SUVs simply can’t, and they’ll remain part of our lineup because they’re essential to the brand’s diversity and completeness.”