Introduction:
The new Volkswagen Beetle is a car which demonstrates that innovation in design can truly be married with the past. First and foremost its shape is highly original and it has a lot going for it in terms of sleekness and rapidity.
The car imbues the best factors and characteristics of the Volkswagen brand which are sturdiness and reliability as well as a propensity to travel fast. The brand is marketed to the younger generation of drivers who are relatively affluent as the price tag is pretty steep but it is also affordable for practically every sector of the community.
One may argue that the marketing plan for the Beetle is not always very successful due to the fact that the trendier drivers may view the bubble shape as something which is slightly passe’. However this seems not to have had any effect on the car’s appeal to the younger generation which has taken to it practically in droves and this also means that the catchment of the car is quite well kept.
The old Beetle had a propensity to break down frequently and was a car which definitely did not offer peace of mind in the long run although it was very effective in its heyday especially as a vehicle for the working class. This message seems to have been lost in the new image which has been portrayed for the car although one has to say that it is still rather successful in that respect.
The VW Beetle also has certain new aspects especially in its convertible version which continue to focus on the importance of its crowd pulling capabilities. However one must also observe the importance of direct marketing where such models are concerned as this is required to target the particular market which one may be looking for.
Cars are quite difficult to market at certain stages and there will always be problems to attract the right type of persons to the car in question. This may obviously mean that some sectors of the population will feel that the car is not good for them while other perhaps may not completely understand the many facets and features of the car in question. In the VW Beetle’s case, it appears that the car’s marketing campaign which has focused so intrinsically on young people has been successful.
The VW Beetle is a car with a difference as though it looks back on the past by way of its shape, it also combines the latest cutting edge techniques in the form of its engine and interior. Several times the marketing campaign for such cars has tended to focus on young, attractive and pretty women who front proceedings and demonstrate the beauty and desirability of the vehicle.
Such campaigns have tended to be successful as car sales have increased considerably in this regard and all this is demonstrated by the popularity of the vehicle among the upper middle class. Personally I do believe that the marketing campaign for this car has been particularly successful as it has attracted a vast number of prospective buyers and shoppers who have eventually opted for the car.
Although Volkswagen have other cars in the mix and these have also been vastly successful on the international stage, the Beetle seems to take pride of place amongst these. The car’s marketing campaign has indeed been highly successful in all stages especially in the way it has been portrayed to look as an icon demonstrating its appeal to the younger generation.
As a throwback to the past, the new Volkswagen Beetle is certainly successful as it contains all those features and characteristics which make it excellent and beautiful. The marketing campaign for the car was varied and included adverts in newspapers, magazines, TV and radio and focused intrinsically on its appeal to the younger generation.
Finally one can note that the VW Beetle is a model which brings about a lot of potential especially in the way it is marketed. Although it is a car which has a lot of positive aspects about it, there are some areas in which it may perhaps be marketed better. This is in the way it is shown to cater for the exclusively female side of things and the male aspect is slightly abandoned or left by the wayside.
The modernist aspect of things is also something which perhaps may be overlooked in this marketing campaign which also demonstrates the importance of having a properly assessed message throughout. The power of marketing is most definitely demonstrated in the campaign which the Beetle has undergone and one can only admire the way it has been transformed from a relatively humdrum and working class vehicle to something which has substantial appeal to the upper class segment. The throwback to the past is also hugely important and apparent and is another important aspect of all this marketing.
Works Cited:
"VW creates life-size pink Beetle convertible for Barbie's 50th birthday". National Post. 10 March 2009.
"Volkswagen announces end for New Beetle â€" Car Reviews, News & Advice". Carsales.com.au. Retrieved 2010-06-27.
Patton, Phil (May 2001). "Would you buy a Concept Car from this man?". Metropolis Magazine (Bellerophon Publications). Retrieved 4 January 2010.
