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Should VW use “Drivers Wanted” to launch the New Beetle in the US?

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

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Should VW use “Drivers Wanted” to launch the New Beetle in the US?

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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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