| HBS Case Collection
(Revised September 2005)
New Beetle, The
Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to sales. Her first set of decisions related to the target market selection and positioning of the New Beetle. Includes color exhibits.
Market Entry and Exit;
Lal, Rajiv, and Nilanjana R. Pal. "New Beetle, The." Harvard Business School Case 501-023, September 2000. (Revised September 2005.)