Beetle: The Birth, Growth, Death and Revival of a Cult Brand

Case Studies in Business Marketing

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Case Details:

Case Code : MKTG071
Case Length : 14 Pages
Period : 1941-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Volkswagen
Industry : Automobiles
Countries : German

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Beetle Loses Ground

In the early 1970s, Beetle's sales began declining across the world. The decline was the most alarming in the car's largest market, the US.

This was attributed largely to the increased competition in the small passenger car segment with the entry of foreign brands, mainly Japanese compact car brands, which were technologically more advanced in this segment.

Volkswagen tried to recapture marketshare by introducing a new Beetle model, Super Beetle (1971)...

Time for Beetle Again!

Accepting that the Beetle was all but dead, Volkswagen began focusing on strengthening its product portfolio in the late 1970s. It decided to launch and acquire new brands to become a global leader in the automobile segment...

Reinventing the Beetle

Volkswagen adopted a cautious approach to the relaunch of Beetle as many company executives, including the R&D chief Ulrich Seiffert, opposed this idea...

The New Beetle Makes its Mark

The New Beetle, launched in March 1998, soon stole the hearts of customers across the world. As Volkswagen had hoped, the New Beetle struck an emotional chord in many Beetle lovers...


Exhibit I: A Brief Note on Volkswagen
Exhibit II: Pictures of Beetle Bug and New Beetle

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