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VW to Lower U.S. Prices in Uphill Battle to Lift Plunging Sales

German carmaker promising dealers to offer wider product range
VW’s sales in U.S. have plunged almost 14 percent through July

Video player cover image — VW Accord With Dealers Said to Add $1.2B to Scandal Costs

By

Elisabeth Behrmann,

Christoph Rauwald, and

August 25, 2016, 3:11 PM UTCUpdated onAugust 26, 2016, 10:33 AM UTC

Volkswagen AG is promising U.S. dealers a wider model range and lower pricing as the automaker tries to broaden its appeal and push the reset button in the world’s second-biggest car market in the wake of record fines and plunging sales.

“We are getting the product we’ve been asking for," Alan Brown, chairman of VW’s U.S. dealer council, said in a phone interview. Volkswagen is also planning to cut the sticker price on cars to boost sales and “is looking at this with a volume mindset,” Brown said.