The New Beetle

Case Solution

Rajiv Lal
Harvard Business School ()

Volkswagen of America introduced the New Beetle at the Detroit Auto Show in January 1998 to excite the automotive press and industry gurus. Elisabeth Vanzura, Marketing Director at Volkswagen American, had the demanding task of translating this enthusiasm into sales. Her first decisions had to do with selecting the target market and positioning the New Beetle. Including color exposures.

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