The Volkswagen Routan, a minivan produced in collaboration with Chrysler from 2008 to 2013, often sparked curiosity about its unusual name. This article delves into the meaning and origin of “Routan,” exploring Volkswagen’s naming strategy and the reception it received.
Volkswagen’s Explanation of “Routan”
Volkswagen officially stated that “Routan” is a combination of “route,” signifying a journey or path, and the suffix “-an,” commonly used in European minivan names like the Volkswagen Touran and Sharan. This suffix aligns with Volkswagen’s European naming conventions for its van models, although neither the Touran nor Sharan were available in the U.S. market. By emphasizing “route,” Volkswagen aimed to highlight the vehicle’s primary purpose: transportation and family travel. The company intended to evoke a sense of adventure and practicality, associating the Routan with road trips and family excursions.
Dealer and Public Reaction to the Name
While Volkswagen defended the name, some U.S. dealers expressed confusion and even disapproval. Following unconventional names like the Touareg, the Routan was seen as another unusual choice. Some dealers felt the name lacked the clarity and immediate recognition that a minivan marketed to families needed. They argued for simpler, more descriptive names. The public reaction was also mixed, with some appreciating the unique moniker while others found it difficult to pronounce or remember. This naming controversy highlighted the challenges of balancing brand identity with market appeal.
The Routan’s Place in Volkswagen’s Lineup
Beyond the name, the Routan itself represented a strategic move for Volkswagen. It filled a gap in their product offerings, providing entry into the competitive minivan segment. Built in partnership with Chrysler, the Routan shared its platform with the Chrysler Town & Country and Dodge Grand Caravan. This collaboration allowed Volkswagen to offer a minivan without the expense of developing a new model from scratch. Despite the debate surrounding its name, the Routan aimed to attract family-oriented buyers to Volkswagen showrooms.
Routan: A Name Rooted in Travel
Despite its controversial reception, the name “Routan” ultimately reflects Volkswagen’s attempt to create a moniker that resonated with the concept of family journeys. By combining “route” with a European-inspired suffix, the company sought to convey a sense of adventure and practicality. While the name might not have achieved universal acclaim, it remains a unique and memorable part of Volkswagen’s history.
