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| Volkswagen Beetle |
Volkswagen introduced its all-new Beetle design in New York today. It is only the third version of the car originally commissioned by Adolph Hitler almost 90 years ago to be Germany's answer to Ford's Model-T and a tool to cement allegiance from working class Germans.
Despite its sinister beginnings, the Beetle became one of the most enduring automotive icons of the last century, as well as arguably the most "loved" car in America. Volkswagen is again looking to the Beetle to stir up emotions and sales, and lead Americans back into VW showrooms as the company pushes to be one of the most dominant import makes in the U.S. in the company of Honda, Toyota and Nissan.
"The U.S. is the most important market for Beetle, and it is a critical part of the new chapter we are trying to write for Volkswagen in the U.S. and worldwide," said Jonathan Browning, chief executive of Volkswagen of America.
The 2012 Beetle is bigger than both its predecessors. In fact, it's more than three inches wider and six inches longer than the previous New Beetle. It is also slightly lower to the ground. Under the hood, the standard engine is a 2.5 liter, producing 200 horsepower, with turbo-charged 2.0 liter gas and diesel engines offered as well. The New Beetle TDI (diesel) is expected to get 29 mpg city/40 mpg highway, with a combined fuel economy of 33 mpg. Both an automatic and manual transmission will be offered.
The sleeker, sportier version of the Beetle, a departure from the New Beetle introduced in 1998, was created to not only broaden the car's appeal in the U.S., but also to be a bigger seller in China and Europe.
Style That is Womb-like
Starting with the original and continuing with the first reinterpretation launched in 1998 -- the "New Beetle" -- the ovoid car has always been a lovable study in arches and circles. Some psychologists even posit that our love of the Beetle has to do with feeling like we are back in the womb. This 21st century design continues in that tradition (how could it not if it's to be called Beetle?), but with some attention to styling that is meant to attract more men to the car than the last model. The 1999 New Beetle was so bulbous in appearance, it was practically the vehicular interpretation of a breast. And men, it turns out, may like a breast, but they don't much want to be caught driving one. More than 70% of the New Beetle buyers were women.
"We started with the original Beetle for inspiration in the studio," says Volkswagen chief designer Klaus Bischoff. "We started from scratch, not from the New Beetle and created a much sportier, more masculine car."
The hope is that the new Beetle will also lure younger buyers. The average age buyer for the 1999 New Beetle was also old enough to have driven one of the originals to Woodstock. Now that Baby Boomers who grew up as kids with original Beetles are well into their fifties and older, this New Beetle needs to attract some of the American Idol generation -- the ones that say "Who?," when a contestant is compared with Janis Joplin.
Despite its sinister beginnings, the Beetle became one of the most enduring automotive icons of the last century, as well as arguably the most "loved" car in America. Volkswagen is again looking to the Beetle to stir up emotions and sales, and lead Americans back into VW showrooms as the company pushes to be one of the most dominant import makes in the U.S. in the company of Honda, Toyota and Nissan.
"The U.S. is the most important market for Beetle, and it is a critical part of the new chapter we are trying to write for Volkswagen in the U.S. and worldwide," said Jonathan Browning, chief executive of Volkswagen of America.
The 2012 Beetle is bigger than both its predecessors. In fact, it's more than three inches wider and six inches longer than the previous New Beetle. It is also slightly lower to the ground. Under the hood, the standard engine is a 2.5 liter, producing 200 horsepower, with turbo-charged 2.0 liter gas and diesel engines offered as well. The New Beetle TDI (diesel) is expected to get 29 mpg city/40 mpg highway, with a combined fuel economy of 33 mpg. Both an automatic and manual transmission will be offered.
The sleeker, sportier version of the Beetle, a departure from the New Beetle introduced in 1998, was created to not only broaden the car's appeal in the U.S., but also to be a bigger seller in China and Europe.
Style That is Womb-like
Starting with the original and continuing with the first reinterpretation launched in 1998 -- the "New Beetle" -- the ovoid car has always been a lovable study in arches and circles. Some psychologists even posit that our love of the Beetle has to do with feeling like we are back in the womb. This 21st century design continues in that tradition (how could it not if it's to be called Beetle?), but with some attention to styling that is meant to attract more men to the car than the last model. The 1999 New Beetle was so bulbous in appearance, it was practically the vehicular interpretation of a breast. And men, it turns out, may like a breast, but they don't much want to be caught driving one. More than 70% of the New Beetle buyers were women.
"We started with the original Beetle for inspiration in the studio," says Volkswagen chief designer Klaus Bischoff. "We started from scratch, not from the New Beetle and created a much sportier, more masculine car."
The hope is that the new Beetle will also lure younger buyers. The average age buyer for the 1999 New Beetle was also old enough to have driven one of the originals to Woodstock. Now that Baby Boomers who grew up as kids with original Beetles are well into their fifties and older, this New Beetle needs to attract some of the American Idol generation -- the ones that say "Who?," when a contestant is compared with Janis Joplin.
