3. Volkswagen Phaeton
The Volkswagen Phaeton was VW’s audacious attempt to build an ultra-luxury sedan that could match, and even surpass, Bentleys in terms of craftsmanship and comfort.
Despite its exquisite engineering and subtle opulence, the Phaeton baffled buyers who struggled to justify such extravagance from a Volkswagen badge.
Badge snobbery and unclear market positioning doomed the Phaeton to obscurity, even as it quietly set new standards for luxury sedans.
Read more about the Phaeton’s fate.