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Reviving the Beetle: Marketing Analysis for VW's New Beetle

Should Volkswagen utilize the "Drivers Wanted" campaign to launch the New Beetle in the US market? This marketing analysis weighs pros and cons such as brand popularity, uniqueness, and consumer appeal. The New Beetle's iconic status and possible implications for VW's brand positioning are evaluated, considering factors like market awareness and future growth potential. Reviews and user feedback highlight the car's charm, distinctive design, and consumer perceptions. Explore the marketing strategies and challenges facing VW as it introduces a modern twist to a classic model.

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Reviving the Beetle: Marketing Analysis for VW's New Beetle

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  1. Should VW use “Drivers Wanted” to launch the New Beetle in the US? CONS PROS • Already on the market for 2-3 years with good Ad Recall • Captures many segments of the car-buying market • Given the history and popularity of the Beetle, it can help to solidify the VW Brand, which subsequently bolsters current and future product offerings • Implies Longevity??? Long-term, not a fad?? • Although on the market for 2-3 years, awareness of VW was still very low • May not be unique or individual enough for the Beetle-fan • http://www.youtube.com/watch?v=hokPyOltvuQ&feature=related

  2. What happened? THE REVIEWS “…the bottom line is that it makes everybody happy; it's a fun, refreshing car that drips personality, right down to the smile on its hood. It also comes in an array of sunny, cheerful colors including red, yellow, white and black in non-metallic finish, and silver, bright blue, (lime) green and dark blue metallic hues.“ (Edmunds 1998 review) http://www.edmunds.com/volkswagen/newbeetle/history.html “The New Beetle generates more smiles per mile than anything on wheels. It's also a real car, and a good one at that. http://volkswagenbuyersguide.theautochannel.com/vehicles/new/reviews/1998/russ9825.html But the most common comment we get is:"Oh my God, your car is sooooo cute!" Imagine throwing headlights and four 16-inch wheels on Winnie the Pooh and driving him around town ... we contend that you still wouldn't get the degree of attention you'll get driving a New Beetle. As one staffer put it, "It's like being the prettiest girl at the prom; everyone is looking at you.“ (Carbuying Guide) Source: VW 1999 Annual Report

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