Cheaper but better: 2024 Volkswagen Touareg to be more affordable in play for higher sales

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The facelifted 2024 Volkswagen Touareg range will be considerably more affordable than the list prices of the outgoing version, with VW’s Australian division acknowledging the third-generation premium SUV’s value proposition hasn’t been sharp enough in recent years.

“As the Touareg transitions to the facelift model, we will price-reposition it. That will be adding extra value, and looking at the RRP,” said Volkswagen Australia public relations manager Daniel DeGasperi.

Three current diesel V6 Touareg models will carry on with a mid-life upgrade but all are expected to have lower list prices. At present, the 170TDI base grade is priced at $89,240 before on-road costs, while the more powerful 210TDI Elegance is $108,240 and the 210TDI R-Line is $117,540.

How much will the 2024 Touareg cost in Australia?

Earlier this month Volkswagen announced a $12,000 factory bonus for all three models to clear existing stocks ahead of the May dealership arrival of the facelifted versions.

Taking into account that generous discount, the run-out stock is priced at $86,020 driveaway, $105,998 driveaway and $115,763 driveaway for the 170TDI, 210TDI Elegance and 210TDI R-Line respectively.

It is understood that driveaway prices for the facelifted models, when they arrive in Australia, won’t be much higher than these discounted prices for the run-out stock.

The decision to make the incoming Touareg more affordable than last year’s model is designed to reduce the step in price from a high-end Tiguan 162TSI midsize SUV to the brand’s flagship large SUV.

“It is an acknowledgement that the [price] positioning has been wrong. We openly admit that we could be more competitive with a broader number of cars,” Paul Pottinger, Volkswagen Group general manager of corporate communications, told Chasing Cars. 

Brand executives feel that the pre-facelift Touareg’s pricing was too focussed on upmarket buyers seeking out a luxury tow vehicle with more pleasant accommodations than vehicles like the Toyota Prado.

“The towing set, frankly, isn’t big enough,” said DeGasperi.

In order to secure lower list prices for the 2024 Touareg, Volkswagen Australia has also agreed to shift larger volumes of the SUV. Last year, the brand delivered 921 examples.

When the Touareg has been more attainable in the past, it’s sold considerably better: 2015, Volkswagen sold 2568 examples. That year, the Touareg 150TDI model cost $67,990 before on-roads – the equivalent of $85,000 in 2024 adjusted for inflation.

Full specs for 170TDI, 210TDI Elegance and 210TDI R-Line grades

Volkswagen has already announced that the incoming high-performance Touareg R range-topper, a plug-in hybrid V6 making 340kW of power, will be priced at $129,990 before on-road costs.

While final prices beyond the R grade haven’t been disclosed beyond these shadowy details, Volkswagen did share final specifications for the upgraded 2024 Touareg this week.

Subtle styling changes, including full-width light bars front and rear – incorporating a bold light-up rear Volkswagen roundel – apply to all grades while alloy wheel designs are refreshed.

The steel-sprung, 170kW/500Nm Touareg 170TDI gains a huge standard 15-inch touchscreen and 12-inch digital cockpit with wireless Apple CaraPlay, plus a 360-degree camera, reversing AEB and a camera-driven speed sign display – while matrix LED headlights are now fitted to every Touareg.

That is on top of existing features like 19-inch wheels, dual-zone climate, a power tailgate, Vienna-grade leather upholstery with front seat heating, open-cell fine grain ash trim, blind spot monitoring, rear cross traffic alert, high-grade adaptive cruise control and lane keeping, and a space-saver spare.

Perhaps the sweet spot of the Touareg line, the air-suspended 210kW/600Nm 210TDI Elegance grade adds 20-inch wheels, higher-end Varenna leather in black or mistral grey, plus front seat ventilation and massage features.

The popular 210TDI R-Line swaps the Elegance’s prestige styling for a sportier look with 21-inch black and silver alloys, black Puglia leather, privacy glass, rear wheel steering, 48-volt active roll stabilisation, brushed aluminium trim and a black headliner.

But the true sports model is the full-fat R, which swaps the 3.0-litre diesel V6 for a 250kW/450Nm petrol V6 of the same displacement teamed with a 100kW/400Nm electric motor for 340kW/700Nm combined outputs – including 51km electric range (WLTP).

Standard specification for the R includes 22-inch Estoril alloys – the same design as the Golf R but in a larger size and painted black – plus household and Type 2 charging cables, quad-zone climate, a thermal night vision camera, panoramic sunroof, heads-up display, power steering column, Dynaudio stereo and power latching doors.