VW Beetle - HBR Article

The marketing team has asked how VW could back the excitement it once had in the marketplace, while updating the brand's image to appeal to anew generation of consumers. The answer is the new VW Beetle. Our marketing team collaborated with Arnold Communications and are poised to position the VW Beetle with one foot in the past and the other on the accelerator heading for the future. Newsweek recently indicated that the new Beetle is …

…e frequently. Refer to exhibit 4 for the proposed medial and print plan. Dealers, consumers, and the company itself question whether the new Beetle will be a fad or a long-term product. Time will tell, but given the positioning of the product and alignment with the "Drivers Wanted" campaign, the Beetle is here to stay. With an established value proposition, the new Beetle will contribute to the enhancement of the VW image.