In fact, only the mention of “having to compete” means a whole different scenario to this car. Sure, the very first one defeated lots of rivals around the world by advantages at durability and low cost, but the second generation came with a complete different focus. The idea of creating a modern version of an old car was completely new at that time, and achieved success because VW didn’t tried to copy the objective factors, such as dimensions or engines, but focused at the design’s essence. Since the 1994 Concept One, VW showed there wasn’t any intention of making it small and cheap again, even because it would be very hard (and by hard I mean expensive) to adapt that very particular design to forty years younger safety and performance standards. Therefore, they decided to keep the basic idea but giving it a whole new interpretation, now as some kind of charming modern tribute to the previous one. Instead of small size, weak engines and tough construction, the then called New Beetle arrived at 1998 with the best VW offered at those times, but of course charging much more than they did with the original Bug. This whole new strategy surely ended up attracting an entire new kind of customers, who loved to drive sophistication wrapped in a design whose charisma is as big as its age.
This formula seemed to work very well at the next years. VW sold lots of modern Beetles around the world, specially at Europe and North America – it took this opportunity to attract the USA market’s attention as the other important brands. But more than a decade has passed, and since then New Beetle has changed. The arrival of Mini Cooper’s modern generation using similar strategy ended up also resulting on a huge success, so these two started to compete at a niche market: they differ very much at size and style, but the emotional side is so important here that allows their brands to charge similar prices and therefore attract similar customers. Some years after that, Fiat released their new 500 and once again sold lots of cars based at this retro-frenzy, so at this time it became possible to define the birth of a new car category. But the interesting part is that some of the younger competitors made the risky bet of entering that category without using the until then dictatorial vintage design and not only avoided the sales failure but helped to redefine it. And now there are lots of press articles comparing the futuristic Audi A1 and Citroën DS3 to the vintage Cooper and 500 equally. The latest Paris Motor Show even had the arrival of Opel Adam, specifically to this class.
Now you’ve read about both New Beetle’s story and the “image cars” category’s development, but… Didn’t these texts seem almost unrelated? Well, this is precisely what VW wants to change with the third Beetle. Those other cars came after it and built their own competition, but New Beetle was left aside. Now it wants to participate much more at the category he invented himself. Besides of the much more modern structure, VW’s strategy is based at using the old Bug’s charisma: the car will be sold in each country with its original nickname, such as Vocho in Mexico, Fusca in Brazil or Coccinelle in France, to estabilish an emotional connection with its own past. However, all this charm is now covered by a much more sporty design, who tries to compete also with the modern part of Beetle’s competitors. VW would be very glad if their new car attracts more male customers instead of becoming known as a ladies’ car, so they focused at the performance: the engine options include the 2.0 TSI with 200 hp. The convertible version came much earlier than the previous generation’s one, and shows the new concerns by an exterior more respectful with the old Bug’s concepts (the foldable roof became smaller and the windshield is now less inclinated than at New Beetle), but the interior became much more modern. Will Beetle finally compete equally with its own followers?