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Is Volkswagen Looking to Go Back to Making Enthusiasts Cars Again?

After reviving its “Drivers wanted” marketing slogan, VW could be on a path to making fun cars again, starting with the Tiguan.

Rear view of a blue Volkswagen car with dual exhaust pipes and illuminated taillights.
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By Chris Chin

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Remember Volkswagen’s fun and catchy “Drivers wanted” marketing campaign from the 1990s and 2000s? Well, it’s back, meaning the Wolfsburg-based automaker could be returning to making fun cars again.

And it could supposedly start with the current and new Tiguan. Rumors suggest VW’s most popular SUV, which just underwent an overhaul and entered its third generation, could be getting a follow-up high-po R variant.

Golf R-ifying the Tiguan, again

Blue Volkswagen Tiguan R SUV driving on a road with blurred trees in the background.
Volkswagen’s brewing up a second iteration of its sporty Tiguan R.
Volkswagen

According to Autoblog, VW could be serious about cranking up the Tiguan’s hotness in response to potential competition from Toyota. With the Tiguan’s arch rival, the RAV4, now offering a 300-horsepower-plus GR Sport variant, VW supposedly isn’t too keen on sitting on the sidelines.

As a result, a US-bound Tiguan R could be in the works. While a new Tiggy R wouldn’t be the first of its kind, its availability in the States would be a new venture.

Blue Volkswagen Tiguan R SUV with black and silver alloy wheels on asphalt with tire marks.
Introduced half-way through the second-gen Tiguan’s lifecycle, the R was the sportiest Tiguan ever.
Volkswagen

Volkswagen first made a Tiguan R for European and Asian export markets. Based originally on the previous second-generation model, it’s exactly as it sounds.

In essence, VW swapped in the performance-tuned engine and drivetrain from the Golf R, added beefier brakes, tires, 21-inch wheels and suspension. And the result was a hot Tiguan with 316 hp and 310 lb-ft of torque. Buyers could even equip an optional Akrapovič exhaust, like on the Golf R.

Blue Volkswagen Tiguan SUV driving on a road with blurred green trees in the background.
The Tiguan R sported the Golf R’s power- and drivetrain, along with sport-tuned suspension, brakes, 21-inch wheels and performance rubber.
Volkswagen

The reason why America didn’t get it was due to cost and Volkswagen being unsure about its demand. Additionally, because the Tiguan R was the most expensive model, its price in the States would’ve sat well in the neighborhood of Audi territory.

Which, when it comes to product politics, is a bit of a no-no. Particularly since a lot of automakers try to avoid product redundancy or cannibalizing sales from another brand.

Black perforated leather Volkswagen steering wheel with blue stitching and digital dashboard behind it.
Like the Golf R, the Tiguan R received upgraded interior appointments.
Volkswagen

While proof of the second Tiguan R’s development exists in the form of recent industry spy photos, it’s currently unknown if it’s coming to the United States. At the moment, the most powerful and sportiest Tiguan available in America is the R-Line Turbo.

Its 2.0-liter four-banger pumps out 268 hp and 258 lb-ft, versus the standard car’s 201 hp and 221 lb-ft.

Drivers wanted back

Following a pretty rocky past decade, Volkswagen has been hard at work attempting to revitalize its brand image. After trying to pursue the soulless commuter market, while getting wrapped up in its Dieselgate scandal and an unsuccessful attempt at venturing into the EV market, VW is going back to what it does best: making fun cars again.

Signaling the transition back to producing enthusiastic cars once more is the brand’s recent revival of its old marketing tagline, “Drivers wanted.”

Originally from the 1980s and lasting through the 2000s, Volkswagen shaped its contemporary image as a purveyor of driver’s cars. This, of course, meant models that offered great handling and performance while retaining their practical roots.

Blue Volkswagen SUV with black and silver alloy wheels parked on asphalt.
Should the Tiguan R come to America, it would go head-to-head with the new 320-hp Toyota RAV4 GR Sport.
Volkswagen

Such an ethos has been a part of VW ever since it created the world’s first Golf/Rabbit-based GTI. The GTI remains a popular enthusiast choice today. VW’s enthusiast energy also still shows signs of a pulse with the Golf R and the manual-equipped Jetta GLI.

Whether VW can recapture the fun-to-drive market has yet to be seen. But making a spicy Tiguan for our shores is a good start.

About the Author: Chris Chin is an associate editor at Gear Patrol, covering cars, trucks and anything else with four wheels. He has over a decade of experience writing news and reviews but considers himself an enthusiast first, with a passion for classics and European cars. His daily driver is a 1987 Mercedes-Benz 560SEL with nearly 250,000 miles (87,000 are his).

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