The rounded shape of the Volkswagen Beetle might remind some of a bubble, but in many ways it's a halo. So it's all the more important for Volkwagen, which has promised to double its sales by 2013, to make a go of the new 2012 Beetle. "The Beetle will be one of the core volume models, but more than anything it will help drive interest and enthusiasm for the brand. A year after the Beetle was reintroduced in 1998, sales peaked at 83,434 units, according to Automotive News, but unit sales declined every year except 2003 (56,971 units), when the convertible was launched and again last year when sales rose 17% but only to 16,537 units, Automotive News figures show.
VW staged three events on the same day, Shanghai, Berlin and New York and is streaming a Black Eyed Peas concert tonight in conjunction with MTV World Stage. The ad theme for the 21st Century Beetle is "the glue," that will hold together the global-launch elements, which will be finessed in different markets around the world.
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SOURCE: http://www.adage.com.
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