VW fanatics have even been willing to put up with some reliability hiccups, because the cars are such a cut above the typical Toyota or Chevy in design and performance. Toyotas may be rock-solid reliable, despite their recent woes, but how many owners really love their Toyotas? But when a Volkswagen doesn’t feel like a premium German car, those VW fans stay away in droves. That’s why the current Passat has met with a cool reception, but also why the Passat-based CC sedan is so great.

That CC is a visual knockout inside and out, and a treat to drive. As is the GTI, which has seen its hot-hatch glory restored: It’s simply one of the best, most fun-to-drive cars on the road for less than 30 grand. Both the CC and GTI deliver Volkswagen at its best, bursting with style and character. But aside from those models, VW still doesn’t seem to know what it’s trying to be.

On the other hand, the new Jetta feels cheaped-out in an effort to compete with Corollas and Civics, those basic-transportation cars with which the Jetta should never try to compete on price. And the Routan -- a sadly warmed-over Chrysler minivan -- is possibly the most cynical, wrongheaded product that Volkswagen has sold here in decades.

Volkswagen, if it’s not careful, will find itself on the same misguided path that Nissan followed in the '90s. That’s when Nissan, as executives told me ruefully, tried to “out-Toyota Toyota.” Nissan tried to put a car in every segment to compete with Toyota, whether Nissan belonged there or not. Then Nissan woke up, decided it wasn’t going to be all things to all people, and focused on sporty design and performance instead. The result was hugely popular models like the Altima and Infiniti G37 sedans.

C’mon, Volkswagen: The secret to your success is not to think like mass marketers. You’re better than that. Forget about selling 800,000 cars in America and you might actually sell 400,000 -- and be far better off.