2012 VW Passat Trendlne+ TDI
	Price: $27,475 Freight: $1,365 Total, before taxes: $28,840

If there’s a word to describe Volkswagen Canada’s pricing strategy lately, it’s aggressive. Insanely aggressive.

As VW Canada spokesman Thomas Tetzlaff explained at his first event as public relations manager, the Jetta launch in San Francisco in 2010, the goal is for VW to cease being a niche player and become one of the largest-volume carmakers in Canada.

Fixing price was one of the most-important issues. VWs were always previously priced as premium cars, and as such narrowed their market to those willing to pay extra for the cachet and the engineering of a German brand.

So if, in July of 2010, you heard a dull thud emanating from the California coast, it was about 100 automotive journalists’ jaws dropping in unison as Tetzlaff revealed Jetta would start for less than $16,000.

OK, so the cynic would say they came out with a loss-leader, one product at a price and content level that it served only to draw folks into showrooms only to be marched upmarket. The proof of the strategy would come when other products followed suit.

Which is why the new Passat’s pricing is so interesting. Turns out the Jetta wasn’t a bait-and-switch loss leader after all. They really are serious about volume.

Passat, which used to start in the high 20s, now starts at a very competitive $23,975. That puts it right in the heart of rivals such as Accord, Camry and Malibu.

The Road Trip Pick

The Trendline model at $23,975 isn’t a bad choice, but I’m going to step it up to the Trendline+. That adds alloy wheels, heated front seats, lighted vanity mirrors, rear-seat armrest with storage and a few other goodies for a starting price of $24,875.

But I’m not done there. VW makes some of the best diesels in the business, so I’m upping my Passat to the 2.0-litre turbocharged diesel, the 2.0 TDI Trendline+. Getting the diesel adds chrome exhaust tips and fog lights.

The fuel savings for the diesel should make the overall cost of ownership only a small increase for the power and delight of a turbo. And VW turbo-diesels are very fun to drive.

That brings in the price to $27,475. Options? What options? VW Canada selects the packages available and then offers them fully equipped to that package, so the order form is quite simple on Passat.  You can get the six-speed DSG automated manual dual-clutch transmission for an extra $1,400, but I’m going to keep the $1.4k and stick with the six-speed manual.

The top of the Passat lineup is the Highline, which adds 17-inch alloys, KESSY keyless entry and engine-start, nut burl interior trim, eight-way power seats and a Fender 400-watt audio system. At that point, about $32,000, the CC at $33, 375 isn’t far away.

So I’ll stick with the Trendline+.