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The classic Volkswagen (VW) Beetle found its way into the hearts of many during its first introduction in the 1960s and 1970s. The Beetle use to be the college student’s car of choice, in fact, it was not uncommon for the owner to affectionately name their car as well. The Beetle was a successful car selling 500,000 a year by 1970 and still held the title of Best Selling Car in American History when taken off the market in 1979. Now in 1998, after investing five years and $500 million, VW is ready to regain market share lost in the 1980’s and introduce the New Beetle. Volkswagen’s past success was very much influenced by effective advertising. On the eve of the release of the New Beetle, VW is struggling to define its target market. With this problem in mind, there are many issues that contribute to marketing decisions. The first issue is the actual make-up of the car, both exterior and interior. There are many differences from the original Beetle, which had so much success. For example the New Beetle has a front-mounted, water-cooled engine, where as the old Beetle had a rear-mounted, air-cooled engine. Also, different from the original, 80% of The New Beetle is comprised of the same parts that are used in VW’s Golf. Consumers could view the similarities between the two cars negatively. The price of the New Beetle is of major concern. The proposed amount of $19,000 would make the fully loaded car the most expensive subcompact on the market. VW is trying to help this issue by repositioning itself in the consumer’s mind.
Approximate Word count = 1038
Approximate Pages = 4.2
(250 words per page double spaced)
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