Case | HBS Case Collection | September 2000 (Revised September 2005)

New Beetle, The

by Rajiv Lal and Nilanjana R. Pal


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.

Keywords: Decisions; Leadership; Marketing; Marketing Communications; Product Positioning; Market Entry and Exit; Sales; Auto Industry; United States;


Lal, Rajiv, and Nilanjana R. Pal. "New Beetle, The." Harvard Business School Case 501-023, September 2000. (Revised September 2005.)