Apr 30 2011
Volkswagen Next Generation Beetle Harkens to the Classic
Volkswagen AG unveiled their new 2012 Beetle, which they are calling “Next Generation.” The image of the Beetle was changed when the company decided to market the car specifically to women beginning in the 1960s. The dashboard in the Beetle even has a flower vase, but the new makeover is meant to be more gender-inclusive. Although sales for the remodeled Beetle were steady, the company said it wanted to expand their market audience. Although some analysts believe the new image is merely reversing the gender-specific marketing to males.
The clientele for Beetle buyers was over 60 percent women, in 2010, which is the highest for any car model, according to TrueCar, an automotive research company. Company representative said they want to keep female buyers without alienating male drivers. The vehicle has a sportier look and a rear spoiler. The Next Generation Beetle is also wider and longer than the woman-centered Beetle. At the company unveiling in New York, Volkswagen showed the car in white and black, which is a departure from the pastel colors on the new Beetle that was reintroduced in 1998. The 1998 model came in bright yellow, green, pink, blue, white, and red. The vehicle was also featured on “Oprah,” as one of the host’s favorite things.
The vehicle offers some perks, including better gas mileage, and insulated glass, which will block 99 percent of ultraviolet rays and 92 percent of heat energy. Other components will include dual exhaust, 19-inch wheels, sport seats, and tech features, such as Bluetooth hands-free connectivity. Next Generation will eventually feature a convertible top model.
The company first announced the vehicle with a commercial during the Super Bowl this year, which showed a beetle gliding along the floor of a forest at an accelerated speed. Other bugs watched as the beetle speed passed them and defied restrictions of a normal bug, which encapsulates the new image of the Beetle – speed and style. Volkswagen hopes this campaign will triple sales in the US by 2018.
However, some companies, such as AutoPawn, which offers trading opportunities and auto title loans, find advertising that focuses on a sporty look tends to encourage unsafe practices, like speeding and irresponsible driving, especially to young drivers. They unveiled plans for a public service announcement to combat these issues with car model campaigns, which brings awareness to driver-related safety, especially around schools and playgrounds.
While Volkswagen may not be trying to advocate for unsafe driving practices to make the campaign appeal more male, the ads will focus on aggressive driving and speed, not unlike many other auto companies. However, each feature a warning that all driving was by professional the behavior should not be copied. Sale quotes from the release of the 2012 model and advertising campaign will determine whether the remodel was a smart choice.