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Volkswagen

Launch of the New Beetle. Volkswagen. Group 1 Manali Bhole, Carole Gleeson, Melissa Turetz, John Varghese. 1930’s-The Original Beetle. In The Beginning. History Mid 1930’s, Wolfsburg, Germany : Ferdinand Porsche first envisions idea of ” Volksauto ,” a people’s car

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Volkswagen

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  1. Launch of the New Beetle Volkswagen Group 1 Manali Bhole, Carole Gleeson, Melissa Turetz, John Varghese

  2. 1930’s-The Original Beetle

  3. In The Beginning History • Mid 1930’s, Wolfsburg, Germany : Ferdinand Porsche first envisions idea of ”Volksauto,” a people’s car • Named Kraft durchFreudeor “Strength through Joy” car; dubbed “Beetle” by The New York Times in 1938 • Germany’s equivalent to Jeep during late 30’s and early 40’s-used in World War II • 1949: Introduced to America, attracts cult-like following • By 1970, car is considered American Icon

  4. People Are Talking Perceptions • Beetle stands out from cookie-cutter styles of oversized, overpriced domestic cars and appeals to new generation of Americans • Popular among budget-minded students and drivers who seek individuality and personal style through the vehicle • Drivers feel intense loyalty; find car’s flaws endearing

  5. Sales Overview-Beetle versus VW H:/Share/Kopp/Studyq/New Beetle/Beetle_Cases_Class Slides.ppt

  6. Dark Times Ahead • 1979: Beetle’s run in America comes to abrupt stop because of VW’s inability to meet requirements of two pieces of legislation: • National Highway Safety Act of 1966 • Clean Air Act of 1970

  7. Reincarnation of the Beetle • 10+ years after last Beetle is sold in US, VW executives consider idea of revamping the car to invigorate slumping sales of VW franchise • Designers’ Vision: • Classical elements combined with cutting edge technology and modern detail • Superior driving performance • New concept to reflect timeless Beetle philosophy-honest, simple, reliable, original • 1993: Final designs convince VW to move forward with project, deemed “Concept 1” • 1994: First public showing of new model at North American International Auto Show in Detroit-enthusiastic reception from press, dealers and general public

  8. 1994: The New (and Improved!) Beetle

  9. The New (and Improved!) Beetle4p’s • Product • Honest, simple, reliable & original • Affordable • Ignites nostalgia • Fun • Classic elements with cutting-edge technology • Inviting and approachable • Promotion - • Price • $15,000-$18,000 • Falls into high end of small car segment • Will high price go against affordability message of VW? • Positioning • North America

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