Man with a plan: after 30 years the VW Golf is still selling well to fleets. Tony Meredith asks head of fleet Vince Kinner just why this model has been such a success for the company

It's been 30 years in the making. At least that's what the latest advertising campaign from Volkswagen says about the new Golf.

One man with a slightly shorter-term plan at VW is Vince Kinner, head of fleet And according to him the company is "bang on plan". He is referring to the fact that 2003 was almost a repeat performance of 2002's success in terms of both fleet and overall sales--all part of the company's plan

It was a busy year too with four launches: the well-received Touareg 4x4, a luxury model in the form of the Phaeton, the small MPV Touran and the almost iconic Beetle Cabriolet. Add that to the fact that VW sold 81,000 fleet vehicles last year--equating to a 76% share--and you can see what he means.

In fact, Kinner reckons that if you take out Motability and rental, the company's true fleet share is more like 11%. To put that in some kind of perspective this is bigger than Peugeot's, on a par with Renault's and just nipping the heels of Ford's and Vauxhall's.

But it's not just about sales; the driver must be kept happy too. And Kinner is pleased to point out that a recent independent survey, conducted by Millward Brown, found that 44% of company drivers would definitely put VW on their short list for a new car. The smile on Kinner's face broadens as he tell me that this compares with 25% for Ford, 22% for Renault and 19% for Vauxhall and Peugeot.

Kinner also believes that the company can improve its service to fleet customers. In the past there have been various issues with deliveries, resulting in some customers having to wait longer for their vehicles than originally stated. This is being addressed, says Kinner.

"We want to demonstrate to our customers that we really care about the fact that they buy our cars," he comments

Kinner says that he sells vehicles to 4000 fleet customers every year. This year he has an even bigger reason for his customers to get excited with the launch of new Golf.

It seems almost impossible that the Golf is 30 years old--the outgoing model still looks fresh compared to some of its competition. It has become almost a brand of its own, which is not surprising after 22m have been sold--more than the original Beetle. The latest incarnation, the fifth, went on sale in January and VW expects to sell around 55,000 this year in the UK alone. However, Kinner is at pains to point out that he will sell less Golfs in 2004 because the company has increased its range of cars, with Touran and Touareg for instance.

VW's tried-and-tested TDI technology will help boost sales of diesels above the sector average of 34%; Kinner says that 55% of new Golf sales will be diesel with the 2.0-litre TDI taking 28% of those. The 1.6-litre FSI is predicted to be the most popular petrol model with SE being the favoured trim.

Currently there are three petrol versions--two 1.4-litre units, in 75PS and 90PS FSI formats respectively, plus a 1.6-litre 115PS FSI--and three diesel models--a 1.9-litre TDI 105PS, a 2.0-litre SDI 75PS and a 2,0 litre TDI 140PS.

There will be a return for the spiced-up performance model, the GTI, which will sport 200PS when it appears at the end of the year. The R32 will follow in summer 2005.

A little more practical for fleets, the 1.6 litre FSI returns an average fuel consumption of 41.5mpg yet still offers a very impressive performance, reaching the magic 62mph mark from standing in 10.8s

Both 1.4-litre Golfs are fitted with a five-speed manual gearbox while the 1.6 FSI and 2.0 TDI are equipped with a six-speed manual box which features a magnesium selector housing and cable operation with very short lever throw. A six speed automatic gearbox is also available as an option on the 1.6 FSI.

VW is also introducing the Direct Shift Gearbox (DSG) on Golf TDI models from May. This six-speed, transversely mounted unit has two wet clutches with hydraulic pressure regulation; one clutch controls the 'odd' gears plus reverse, while the other operates the 'even' gears.

Effectively the gearbox engages the next highest gear but does not activate it until the optimum point has been reached. So if you are driving in third gear, fourth gear is selected but not activated. As soon as the ideal shift point is reached, the clutch on the third gear side opens, the other clutch closes and fourth gear engages. As there is no overlap in these opening and closing actions, you get a smooth transition between the gears.

Additionally, all Golfs now run on variable servicing times. The onboard computer lets the driver know when it is time for an oil change rather than having to ensure that the car is taken in for a service every 12,000 miles or so. VW reckons that it is possible for a petrol model to run for 19,000 or 24 months without the need for a major service. Diesel-engined Golfs could reach 30,000 before they need looking at.

This does not eliminate the need for regular checks on coolant and oil levels by the driver, of course, but does remove some of the headaches that fleet managers can find with vehicles that need regular servicing--especially if the car in question is racking up lots of miles.

Another boon on the servicing front, which Kinner is keen to point out, is that the cam belt has been improved and can last up to 80,000 miles, compared to the 60,000 miles on previous models. As this can bean expensive item to replace, the new model could save a considerable amount to fleet customers.

This should add to the Golf's residual values which at present stand at a respectable 43%. However, Kinner says that on some models VW often realises between 10 and 14% above the quoted RV figures.

As standard, all models are fitted with a newly developed braking system plus ABS and ESP. The new Golf also features the latest form of Hydraulic Brake Assist (HBA). This system recognises the speed with which the brake pedal is depressed and, in the event of an emergency, automatically increases braking pressure. According to VW, HBA can reduce braking distance by up to 25%.

It's been six years since the last Golf was launched so what's changed with its appearance? The answer is both nothing and quite a lot. Although the changes themselves are quite subtle, they have made a big difference to the overall look of the car. The restyled headlamps and front grille help to give it a sportier, meaner look. Meanwhile the swept-back lines also add a bit of spice to the Golf image. In essence it's not far removed from the Mk IV but then that was such a well-loved car so why change it?

Inside it's a slightly different story. A new-look interior follows the exterior's sporty theme. The centre console is beautifully constructed with a central screen and well laid-out controls that make operating in-car functions simple and pleasurable. The quality has not been spared either as VW is proud of its reputation in this department.

And that's one of the real secrets of the Golf's success. Quality goes hand in hand with styling to produce something that has firmly established itself in the market--so much so that it is often referred to as the 'Golf sector'.

Kinner is sure that the Golf brand will continue for some time to come yet and who can argue with him--not me, for one.

The VW Golf is here to stay and, after 30 years, it still looks as fresh as it did the day it was originally launched I only wish I could say the same about myself!

Six of the best

Your first car?

Mini Cooper

Your current car?

VW Touareg V10 TDI

Your ultimate car?

A '57 Chevrolet

Your favourite car gadget?

Keyless start

What do you normally listen to while driving?

Radio 4

What team do you support and why?

My fleet team--without them I couldn't do my job!

DRIVER'S LOG

OTR PRICE: 11,995 [pounds sterling] to 19,500 [pounds sterling]

ENGINES: Petrol: 1.4-litre, 1.4-litre FSI, 1.6-litre FSI Diesel: 1.9, 2.0-litre SDI, 2.0-litre TDI (GTI and R32 available later)

TRANSMISSIONS: Five or six-speed manual or six-speed automatic. DSG available on TDI

POWER: 1.9 TDI: 105bhp @ 4000rpm

TORQUE: 1.9 TDI: 249Nm @ 1900rpm

C[O.sub.2] RATINGS: 1.9 TDI: 143g/km.

OFFICIAL COMBINED: 1.9 TDI: 53.3mpg

INSURANCE GROUPS: 1.9 TDI: 6E

ON SALE: Now

COPYRIGHT 2004 DMG World Media Ltd.
COPYRIGHT 2004 Gale Group