As someone who owns a Kushaq 1.0 AT ambition, and thoroughly researched the segment when we bought our car, I would like to summarise the (poor) sales into the following points:
1. The mass
engine the award-winning 1.0 Turbo, makes you fall in love with it every time you drive it. Even non-enthusiast friends are blown away by this engine. But the fact of the matter is that the masses do not understand the concept of turbocharging and forced induction, and frankly they are not interested in understanding it. Skoda and VW could have managed to get customers that would have been influenced by a few turbo badges and marketing campaigns. But as far as the masses are concerned it's an inferior engine even to the swift. Oh by the way in Delhi-NCR traffic, our 1.0AT is returning 800-850+km to the tank(50L), so we are getting 16-18Km/L consistently for the past 7000-8000Km. (Highway trips return 19-20kmpl without any hypermiling, while maintaining traffic speeds)
2. Perception about
Features, I will take braking performance as a metric. Creta and Seltos both have all-4 disc brakes against rear-drum brakes in Kushaq. The masses will perceive that the Koreans will have better braking, but practically Kushaq has a shorter stopping distance.
VAG should have marketed this till they were meme'd on this detail.
Segment leading braking performance. The reason I bring this up is, it shows how bad the marketing has been. The car has some downsides as others have pointed out, but they have just not highlighted the upsides. I don't know why this was lower in the marketing campaign as compared to the recess in the dashboard for Diety.
2a. I personally find the additional features in the Kushaq to be very useful. For example, the VAGs don't have 64 color ambient lights but have them in every door handle, window switch, door pocket, and of course the front dash. The Hyundais don't have rain-sensing wipers, but the VAGs do, not sure about the competition but I found cornering lamps to be very very cool and useful in so many conditions.
3. The
size, There is no denying the difference in the road presence of the car as compared to competitors. However, I find it to be more comfortable in the rear seat as compared to a friend's Creta, but only with 2 of us in the rear with the armrest down, and AC on blast in Delhi summers. If there are three of us then Kushaq's rear is very uncomfortable owing to the scooped-out bucket seats. They hug you nice and tight, but then the space for the middle passenger is non-existent. When you move to the side, the bolstering pokes in the middle of your back. But with 2 in the rear, you have loads of legroom and segment-leading. Skoda could have added a little more overhang or further increased the width of the car to resolve the road presence issue, I am not a chassis engineer, but if the sedans could manage the much longer size and still be just as good at handling and dynamics, why can't they do the same for the SUVs?
4. Not offering the 1.5L engine on all the variants, If not active variant at least they should have offered it on the ambition variant. And the same for the Taigun, if they offered the GT variant why was it only with the manual and the GT+ only with the DSG? They have fixed this now, but still, they aren't offering a Virtus GT with a manual, only in the GT+. I don't understand why they are waiting more than a year to launch these variants and still didn't get it right. This is where I feel Koreans do well, variants. They offer you every PnC. If my memory serves me right the Nexon gets a sunroof in all variants including the base model! This is a genius idea for a market that loves sunroofs.
5. Every other person I talk to about the VAG cars warns me about the high service cost, we bought the 4-year/60,000km service pack for ₹16,000. So it turns out to be 26paise/km(for the first 4 years, time will tell after that). I think this is one thing holding them back.
6. Not sure about the business sense of this, but could the VAG group offer built-to specifications(Buy a variant and get features added to it)? They have a large parts bin that is shared across so many brands and cars, what's stopping them from offering features like 6 airbags, sunroof, ventilated seats, auto-headlamps, rain-sensing, different alloys, keyless entry, digital cockpit, tinted windows(VW1.0), different dash trims(like the diff b/w active/ambition/style). We would have bought the Style variant but didn't want the sunroof at all, but wanted a lot of other features. Some people want a sunroof, offer an option in ambition and you suddenly are able to grab the 17L OTR customer who definitley wants a sunroof.
7.
Poor interior quality this has been a big talking point in the context of these cars, and it is true compared to VW1.0, but even today they are much ahead of the segment leaders. And as someone up there said, Indians don't care about it as much as people on forums claim, about 15k km and 17 months and there have been no rattles, not a long enough time frame, but I do not relate to the "Kushaq rattles like a Maruti" group of people.
Also, they replaced the 10-inch screen with the 8-inch one. Why would they do this? Just increase the waiting period, if supply is the issue!
Will add more points if I find any, but these are pretty much the reason why they aren't doing the numbers they deserve. Truly amazing cars.