&Amp;Quot;The New Beetle&Amp;Quot;

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Title: &Amp;Quot;The New Beetle&Amp;Quot;
 
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Subject: Business
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Date: March 12, 2007
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Length: 4 / 1060
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higher dealer margins and incentives) ? Japanese brands - reliable while not exciting, hold 15% market share ? Advertising budget ? competition spending $100 million plus on a single car, yet the Beetle already has significant presence and nostalgia attached to it (4) Customer ? Segments: o Baby boomers o Young life enthusiasts/drivers/students ? Image o Baby boomers: nostalgic ties to iconic vehicle, affordable...
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Yet consumer preference is towards larger Sedans and SUV's, and consumers with families may find the beetle impractical as well as unprofessional for their work o Young life enthusiasts/drivers/students: icon still has meaning to younger generation, drivers wanted campaign has successfully associated fun driving and liberal/hip lifestyle with the VW brand...
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