Internet Elements of Volkswagen Beetle Essay Example

numerous accessories, Volkswagen Beetle remained true to its simplicity. This approach was mirrored in the car's campaign, where DB utilized a minimalist strategy that resonated with readers on a personal level. The ad portrayed Inspector Kurt Kronor as someone who cared about the car buyer, contrasting with corporations just looking to make money. The ad conveyed that Volkswagen held itself to a higher standard compared to other car producers, successfully selling the Beetle through direct and humorous communication. This groundbreaking approach to consumer relations has made the ad stand the test of time and will be remembered for generations.

Unlike previous ads that relied on gimmicks like clicks or toys in cereal boxes, DB developed a better approach. Branch argued that excessive logic and over-analysis can stifle and sterilize an idea, comparing it to love - it needs to be felt and experienced rather than dissected.The more you analyze it, the faster it disappears. Branch implied that by not overthinking advertisement but by changing the way you think about that advertisement, it would yield more successful results. This change in thinking revolutionized the process in which advertising agencies went about creating their designs, lifting it onto a higher level. The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. - Leo Burnett. Is it a secret? Probably not. But it seems like a hidden truth. Under wraps until the Volkswagen advertisement? Or camouflaged. Certainly something we can learn from however. Have you seen the recent Volkswagen safety commercial? Let's examine this commercial and what contributes to its strengths

and weaknesses. And its ability to influence or persuade. Marketing or advertising, you need to create information that advertisement certainly achieves this goal, don't you think? Let's evaluate other keys to an effective marketing strategy in this advertisement: Be relevant to your target arrest keep in mind that one message does not fit all. It starts with knowing your target market. Here the target market is families with young children and people with a high focus on car safety. Certainly relevant to this market. Define your positioning your frame of reference. Make comparisons to your competitors if you can.Volkswagen is aware of its major competitors but chooses not to directly challenge them in this commercial, which we think is a wise decision. Instead, they capture and maintain viewers' attention by presenting interesting information. It is important to recognize that people don't watch ads, but rather what interests them. Therefore, your advertisement messages must be intriguing to your target audience. This particular message effectively captures attention by evoking simple emotions.

To distinguish yourself from your competition, it is essential to define a value proposition that truly sets you apart. Give your customers reasons to choose you over others. Although it may not be the most prominent visible feature, this commercial depicts Volkswagen as a company that places significant importance on passenger safety, which aligns with their clear objective.

Make sure your messages are straightforward and easily understandable to readers. Remember that pictures hold greater value than words. Creating emotional connections with customers doesn't get any simpler than this, does it? Take into consideration the ultimate values that your customers, especially your target audience, seek in terms of new

safety features.

There is no reason for customers to purchase without these features, and we believe the marketing strategy effectively addresses this end goal. However, one weakness in this commercial is the lack of specific mention of safety features or why the Jetty is superior in this regard. Emotional appeal is the most powerful means of influence and persuasion, and hands down, in our opinion, this commercial excels in focusing on it.The secret of this commercials success is not what advertising does with the consumer, but what the consumer does after viewing the advertisement. After looking over these enablers, we believe Volkswagen has created a very effective commercial. Can this commercial persuade you? What are some of your experiences with advertising as a component of an integrated marketing campaign? At Volkswagen, we're all about the ride. For our owners, Volkswagen is an expression of who they are and how they move through life. Listen to their stories about how Volkswagen fits into their lives so well. Delivering power is only half our story. The other half is our commitment to an Autobahn-inspired driving experience. Take it from a guy who runs triathlons and trains fellow athletes. Design both evident and beautiful. Take it from a designer himself. To us, every little thing matters. That's why the quality of a Volkswagen is instantly recognized and felt. And for this professional chef, it's a quality ingredient that's instantly appreciated. We believe when it comes to designing cars that are fuel efficient, you shouldn't sacrifice any of the fun to get there. Good thing there are other business owners who share our clear vision of things. Safety isn't just

important to us. It's important to everyone.

Every Volkswagen is designed for driver safety, no matter where life takes them. As someone who parachutes out of airplanes, this endorsement means a lot. The Beetle, a rebel with a historical significance, remains a rough diamond despite its rounded lines even in the modern age. It makes bold statements while others compromise and inspires trends while others simply follow. This attitude is evident throughout the tumultuous history of the Beetle, linking tradition and the future. In the year 1967, known as the Summer of Love, the Beetle already had a strong presence on American streets. Its unique and unconventional shape perfectly matched the spirit of the revolution, spreading Peace, Love, and Freedom even to the most remote corners of the USA. Though its exterior remained largely unchanged, the 1960-1969 Volkswagen Beetle continuously improved under its skin, becoming a reassuring presence in the chaotic world of the era. More and more Americans embraced the Beetle for its practicality and quirky charm, which suited the anti-establishment mood of the time. However, as times changed rapidly, questions arose about how much longer it could endure.The sass was a tumultuous decade, with events such as the Berlin Wall, the Cuban Missile Crisis, Vietnam War, and assassinations of political figures. Amidst this chaos, the Volkswagen Beetle continued to navigate the changing times while remaining faithful to its original design. However, critics started questioning its longevity as demand for larger and more advanced cars grew. The Beetle risked becoming outdated, like the Ford Model T. Despite dismissals from Heinz Northrop and his colleagues, concerns about the Beetle's future persisted.Despite ongoing success in sales,

especially in the U.S., Volkswagen faced some significant changes in 1961. This was the year when the company transitioned from a state-owned enterprise to a Joint stock company, Volkswagens GAG. The milestone of building their 5-millionth vehicle further demonstrated their success. It was primarily the Beetle that made shareholders, including the Bonn government and the State of Lower Saxony, become wealthier.

Another issue from the past was resolved in 1961 when a West German court ordered Volkswagen to issue vehicle purchase credits as compensation to around 121,000 claimants of the prewar Kid savings-book scheme. This ended a somewhat embarrassing legacy and came at a cost of approximately $12 million. However, Volkswagen had the financial means to handle this expense, just as they could afford to acquire Audio/Auto-Union in 1964. This company's expertise in front-wheel drive would eventually prove essential to Volkswagen's future. Five years later, Volkswagen also acquired ONUS, another struggling German automaker.

Despite these positive developments, Northrop, the company's leader, took criticism into consideration and cautiously expanded their product lineup. The first addition came in 1961 with the introduction of the Type 3, while the Beetle was officially known as Volkswagen Type 1 and the Microbes/Transporter as Type 2.Bagged "1500" with assistance from Propose, this new two-door sedan had conventional, boxy matchbook styling and a more spacious, luxurious interior. However, it still had many similarities to the Beetle, including the same 94.5-inch wheelbase, platform-style chassis, all-independent suspension, and an air-cooled flat-four engine in the rear. The engine was larger than the Beetle's and had a redesigned fan that reduced its height by 16 inches, allowing for a compact underflow mounting and a trunk at each end

of the car.

Improvements were made quickly, such as the introduction of a Variant station wagon in late 1961, twin-carburetor S models in 1963, and a TTL fastback coupe with an upsized 1600 engine in 1965. However, the Volkswagen Type 3 was not as fast as other rivals and lacked their refinement. Early models also required frequent unscheduled maintenance, which was surprising given that Volkswagen was known for building the reliable Beetle. Despite being sold in the US as the Fastback and Quarterbacks, the Type 3 failed to meet sales expectations. In contrast, the 1962-1966 Volkswagen Beetle was successful due to clever advertising and frequent model updates reminiscent of Detroit-style annual changes.

During a time when Detroit was promoting "longer, lower, and wider," Volkswagen took a different approach with the 1962 Volkswagen Beetle, urging buyers to "Think small." Some updates for this model included bigger taillights, sliding covers for interior heat ducts, a new compressed-air windshield washer, and the introduction of a gas gauge to replace the previous reserve fuel tap. As for visual changes, the Wolfhound crest that had been present on Beetle models since 1951 was removed for the 1963 Volkswagen Beetle, with only a few evident cues to indicate the new model's arrival.

Nonetheless, improvements were made. A leatherette headliner was added, sunroof models received a folding crank handle, foam insulation was installed on the floor, and a new fresh-air heating system was implemented. A milestone for Volkswagen was reached in 1964 with the production of the 10-millionth Beetle. The 1964 Volkswagen Beetle offered a steel sunroof rather than the previous fabric version. Although it didn't extend as far back, it eliminated the

large opening for sunlight that the old version had. For those desiring more openness, there was always the convertible option with its snug-fitting insulated roof.

In 1965, Volkswagen retooled and took advantage of the opportunity to enhance visibility by incorporating larger windows (limited to European and American cars).In 1965, new features were introduced for the Volkswagen Beetle, including a folding rear setback for extra luggage space and an improved heater controlled by levers flanking the handbrake. The Immaterial Canal's Wolfhound plant became Germany's largest automotive assembly facility. Some of the 1.3 million Beetles sold in the U.S. during that time were transformed into rolling frat houses. Bragging rights on college campuses revolved around how many people could be packed into a Volkswagen. In 1966, the Beetle saw the addition of yellow turn-signal lenses, emergency flashers, and the relocation of the high-beam switch to the turn-signal lever. The engine was also enlarged to 1285 cc and 50 horsepower. The wheels now had slots to provide cooling air to the brakes and carried new hubcaps with a flatter design. The steel sunroof introduced in 1964 was present in 20% of the 1966 Beetles. Despite the failure of a new model that wasn't a Beetle, the popularity of the Bug continued from 1967 to 1969. The 1967 Beetle featured an upsized engine of 1493 cc and 53 horsepower, along with dual-circuit brakes, backup lights, door lock buttons, and a 12-volt electrical system.

In 1968, the Volkswagen Beetle underwent significant changes. The bumpers were raised and the overrides were eliminated. Larger taillights were installed, along with a ventilation system that required an air-intake louver on the cowl. Safety was

improved with a collapsible steering column. An external fuel filler was added, making it easier for drivers to access the gas cap. The engines now had emission controls to comply with U. S. Exhaust regulations. Additionally, the Automatic Stick Shift was introduced, which eliminated the need for a clutch pedal but still required the driver to shift gears manually. The 1969 Beetle saw further improvements, including double-jointed rear axles for better handling and stability, defrosters for rear windows on sedans, a locking steering wheel and fuel door, a trunk release moved to the glove compartment, and a day/night review mirror.

However, Volkswagen faced a major setback with the introduction of the Volkswagen 411 in 1968. This model had chunky styling, a wheelbase of 98.5 inches, and a 1 .The Volkswagen 411, available in two- and four-door fastback sedans and a Type 3-like two-door wagon, was a larger version of the Type 3 engine. However, it was often criticized as being just an enlarged version of the Beetle, considered unattractive and overpriced. Despite the introduction of fuel injection in 1969 and the release of the 412 models with a smaller engine, buyers on both sides of the Atlantic were unimpressed. Volkswagen ultimately discontinued the 411 in 1974. This led some to believe that Volkswagen was only capable of producing the Beetle and not able to go beyond it or create something new. However, the Beetle continued to sell well throughout the decade, with deliveries in the U.S. increasing from nearly 118,000 in 1960 to over 300,000 in 1967. In fact, in 1968, Americans purchased a record-breaking 400,000-plus Beetles, accounting for five percent of the entire U.S.

market. The success of the Beetle can be attributed to its advertising campaign in America during the sass era. It showcased a different set of values in an age dominated by advertisements focused on size, power, and prestige. The Volkswagen Beetle ads had a calming tone and brought smiles to people's faces.The understated style of Volkswagen advertisements, which emphasized the virtues of their products with witty and self-effacing appeals, was introduced by New York ad agency Doyle Dane Branch in 1959. Amidst the sea of hard-selling ads, Volkswagen stood out with slogans like "Live Below Your Means" and "Think Small." Some ads didn't even include pictures, boldly stating that the car still looked the same. One notable ad featured a Beetle above the word "Lemon," highlighting how an entire car was rejected due to a single blemished chrome strip. The company's willingness to poke fun at itself made it endearing to the American "baby boomers," who were drawn to the affordability and easy maintenance of Volkswagens. As these post-war affluent children grew up in the 1960s, they embraced the Beetle and its advertising, expressing their individuality by decorating the cars with flowers, peace symbols, and psychedelic colors. The spacious Beetle-based Microbus became particularly popular among free-spirited hippies who turned it into a mobile bedroom. However, amidst the spread of counterculture movements, a new threat loomed on the horizon, not from Europe or Detroit.Despite increasing sales in the sass and remaining America's top-selling foreign make, Volkswagen's share of the import-car market declined from 67 percent in 1965 to 51 percent by the end of the decade. In other words, while there was still a growing demand

for small cars, the Beetle was no longer the driving force behind it.

Two relatively unknown companies, Toyota and Data's, emerged during this time and began selling high-quality small cars with better performance, spaciousness, comfort, features, and style compared to the Beetle. And they offered these advantages at a similar price. Suddenly, the Beetle appeared antiquated. Although it still had its charm, everyone, including Volkswagen themselves, knew that it could no longer guarantee the brand's continued success. The Beetle, after decades of unprecedented achievement, was running out of time.

In 1998, Volkswagen introduced a new generation of the Beetle, officially named the New Beetle. This car had a rough journey from concept to production. Initially, Volkswagen resisted the idea of reviving the Bug and almost canceled the project in its early stages. However, once decision makers at the company saw the instant appeal recognized by outsiders, they committed to building a superior Beetle that exceeded expectations. The New Beetle made its debut as the Concept 1 at the 1994 North American International Auto Show in Detroit.

The design study of the retro Beetle was highly popular and Volkswagen was urged by the public to build it. This reaction surprised Volkswagen, who had initially considered it a whimsical indulgence. The New Beetle shared more than 80% of its components with the Golf, but improvements were made where possible. On January 5, 1998, Volkswagen unveiled the production New Beetle at the Detroit auto show, causing a major automotive event. The exhibit showcased the New Beetle in various colors and received extensive press coverage. Initial sales of the New Beetle were met with positive reactions from onlookers, despite its limited

rear seat and visibility blind spots. The car was sold for under $20,000 but finding a dealer who would sell it at list price was a challenge. However, the supply was intentionally kept low compared to the original Beetle and Volkswagen's other models at the time.

The Mexico plant had the objective of producing 100,000 New Beetles annually, with only 50,000 intended for sale in North America. Volkswagen aimed to sustain interest in the car by discussing options such as a 150-horsepower turbocharged gas four-cylinder and a model with a lowered suspension, all-wheel drive, and nearly 200 horsepower from Volkswagens narrow-angle IVR six-cylinder engine. While some of these plans became reality and others did not, the Volkswagen New Beetle remained true to its heritage by maintaining its iconic exterior while incorporating enhancements beneath its retro skin. The 1998 Volkswagen New Beetle was based on the Golf hatchback model from Volkswagen.