Volkswagen may mean "People's Car" in German, but it won't be the masses driving the company's new luxury model, Phaeton, which costs $96,000, according to an Associated Press report. The Phaeton, a 16.5-foot land yacht bearing the same VW badge as the proletarian Beetle of the 1960s and 70s, is spearheading the company's attempt to push its image upscale -- and take a slice of the lucrative, recession-proof market for expensive cars from competitors such as BMW and Mercedes-Benz, AP said. The first Phaetons are just showing up at dealerships in Europe, and they're slated to appear in the United States next year.