The New VW Beetle Case Study Essay

He gave it the name “KdF Wagen,”. KdF was the abbreviation for “Kraft durch Freude” (Strength through Joy), a subsidiary of the German Labor Front. He advised the designer that it should resemble a beetle. In 1934, Porsche submitted the best design — and was awarded the contract. At the 1935 German auto show, Hitler was full of praise for Porsche. He wanted to call the factory the “Porsche Plant,” but Ferdinand Porsche was opposed to the idea. Instead, it became the Volkswagen Plant instead. The car was a huge success (it was made available to citizens of the Third Reich through a savings scheme at 990 Reichsmark, about the price of a small motorcycle), but toward the end of the war resources were low and public availability declined. However, till this day, the legacy of Volkswagen continues to thrive all over the world with its great design and

The wind pushed on the car, as it went down the motorway in lightning speed. I could barely hear the 370 horsepower engine roar, as the bluster of the wind out matched it. The car rode smoothly even with greater speed and handled perfectly, as forty thousand pounds’ worth of German engineering should be. I then fiddled with the radio to fill my ears with some classical music. The interior of the mighty BMW M2 Coupé included fantastic, adjustable, heated sports seats in luxurious black leather with contrast stitching in polar blue. The steering wheel was also in the luxurious black leather with the embossed M logo in the middle and the circular dials with blue needles added to the sporty nature of the car. The vehicle also included advanced technology with lots of gadgets to play around with to enhance the driving experience, which added to the car's the irresistible

The motorcycle industry is growing annually and sales on CruiseThorr at Thorr Motorcycles are decreasing. This is largely due to its target customers, 35 to 50 yrs old, growing older and no longer being interested in the lifestyle that CruiserThorr symbolizes. Other factors include younger customers, in the age group of 21 to 35 yrs old, preferring low-cost motorcycles as they do not have large disposable incomes. Younger customers do not identify with CruiserThorr's lifestyle image and competitors are eating into CruiserThorr's market share. In order to reduce this trend, the following marketing

Arnold Communications undertook extensive market research in order to understand the modern VW buyer and their position in the industry. They set about collecting primary data through extensive interviews, visiting 95 of the top VW dealers and drving VX over 50,000 miles

Porsche was co-founded in 1931 by Ferdinand Porsche, with his son and son-in-law, Anton Piëch, father of VW Chairman Ferdinand Piëch. The founder of the company is Dr. Ferdinand Porsche. He was born in Bohemia and went to school to be an engineer. By the 1930 Dr. Ferdinand Porsche had created his own engineering and design firm in the name DR. ING... Porsche KG. Porsche was also an Engineering Office. Porsche was a firm that later sold design and engineering services to other carmakers. In the early 1930’s, Adolf Hitler appointed Porsche to make a “people’s car” what is called today the “Volkswagen.” This was the first basic design of Beetle. This was part of the first line of Porsches cars. The foreshadowing to the Volkswagen Beetle, which became the first plant dedicated to the manufacturing of the Volkswagen. It wasn’t until 1948, some years after the end of World War II, Porsche produced its first branded sports car. Within two years, the Porsche 356 series was produced. In 2007, Porsche was the world’s most moneymaking automaker on a unit feat that was especially remarkable seeing it produced over 100,000 automobiles every year.

For instance SUV’s for who have high income rate, smaller cars like Polo or Golf for who have lower income rate. According to Age scale VW appeal to 18-49. For example, when young people get a driver’s licence, their family buy them Polo or Golf generally and another situation who like fast and sport car VW offers them a different type of car such as Polo GTI, Golf R, Golf GTI, Scirocco and Scirocco

To delight its customers time and time again, the Company aims to create special, positive experiences that customers will associate with the Audi brand. These include modern sales concepts such as the showroom configurator, which makes it quick and easy for visitors to an Audi dealership to create the Audi vehicle of their choice on large screens, with life-like, three-dimensional images. In 2011, the Audi brand came up with a very special way of presenting its new Q3 premium SUV: the “Audi Q3 Cube.” In selected downtown districts of major cities, including Barcelona, Paris and Munich, customers and interested parties were given the opportunity to discover the Q3’s qualities in a mirror-filled cube up to 14 meters high.

The Volkswagen Golf R and Subaru STI represent an astounding leap in automotive performance. Both of these modern family cars are capable of putting Ferrari’s from only twenty years ago to shame on the racetrack while simultaneously being quiet, comfortable, reliable and practical enough for daily use. Subaru and Volkswagen engineers took affordable family cars and turned them into everyday supercars but went about the process in differing ways. Understanding these differences is essential in determining which car is the right choice for a potential buyer. They diverge significantly in the design of their engines, drivetrains, and overall aesthetics.

Volkswagen goal is to become the ecological and economical leader in the automotive industry and to be the world’s leading automaker by 2018. Volkswagen has four main objectives through which they will achieve their goals.

technology project. The BPTO produced weekly status reports and monthly budget reviews helping the company gauge where it was heading towards. Thus the alignment started advancing (Austin, 2007).

Although Mercedes Benz marketing strategy used to focus on safety, precision engineering of its cars and safety, they had to make sure that the Mercedes’ cars would suit the customers’ changing attitude. Now, they focus more on fun loving, energetic and approachable side of Mercedes Benz in their marketing. When its market expanded this caused an evolution in its marketing strategy. Mercedes Benz has found that they have to expand their market by including younger customers. Slicing prices to make the product more affordable was one of the marketing strategies also.

The VW Polo uses its marketing strategy to convey this point, as seen in the above advertisement, by arguing that their hatchback model cars relative advantage is that it is affordable, has efficient fuel consumption and still manages to give the superior German motor vehicle class.

Attracting younger customer also help us improve brand image compare to competitor. From data (Chart 4) we can see that BMW driver are younger compare to main competitor, such as Lexus and Mercedes, if we can make BMW brand attach with “young “ and then make other competitor brand look old this will help to attract more younger customer and make them commit to use BMW for the rest of their life. Another thing that we can see from BMW customer base is while average ages of BMW owner are younger but their average incomes are higher we make people remember that BMW is the car for “highly educate, bright, affluent person who want to have a great driving experience”. If we can own that position which utilize BMW strong point as “Ultimate driving machine” then push other competitor to “car for boring and old people”. This campaign also improve brand image by reduce bad thing that associate with BMW brand such as “Status symbol, Yuppie-Machine” and also stress what BMW is all about “amazing performance” and try something new and exciting. This show people what make a BMW a BMW which is the main purpose of this campaign.

1) The buyer decision process of traditional Porsche customers relies on the motivations that determine these people to select this brand. Their purchasing decision process is based on the exclusivity of the brand that is connected with the car owner. In their opinion, by purchasing a Porsche, traditional customers purchase the exclusivity and luxury associated with the brand. These customers want to purchase a car that reflects their social status and their financial power. In addition to this, they are not interested in the utility of the car, but in the characteristics that differentiate it from utility cars. These traditional buyers are rather interested in their feeling while driving a Porsche in comparison with the size, price, or fuel economy of the car.

Volkswagen has set a bold goal of dethroning Toyota as the world’s largest auto maker. This goal includes significantly increasing the North American market share, as Volkswagen currently holds only 2.2 percent of the United States market. Volkswagen’s strategy includes cutting prices and tailoring its cars to better fit the American lifestyle and tastes. This includes increasing the size of its vehicles and modifying certain amenities, such as increasing the cup holder size to fit the larger sized beverages which Americans are known to drink. In order to become the world’s largest auto maker by 2018, Volkswagen’s management team has set a lofty goal of selling 800,000 vehicles per year