New beetle

Case 9: New Beetle The external analytics market defines a new Beetle to compete in the small automobile industry in the US market. The market size is the US market, total sales of compact cars total 2,217,813 units, equivalent to 32 million dollars. Market size in the US dollar = 2,217,813 * ($ 11,035 to $ 18,000) = 32 million dollars In 1998, the new Beetle sold 137,885 units, accounting for 6% of the market. Market share in 1998 = 137,885 = 6%. Market growth This industry is thought to be intermediate between growth and maturity.

Volkswagen, the world's leading automaker and the largest automobile manufacturer in Europe, has developed a new beetle in response to the great demand for retro appearance in the US market. Successful marketing product development Currently, the new Beetle is at the final stage of the product lifecycle, sales and profits are beginning to decline. Volkswagen, who has been involved in the new Beetle market for over 12 years, announced that it would stop producing the existing new Beetle in 2011. At the same time, the Beetle brand is a successful brand with loyalty to customers, so the company will use the brand extension to utilize the Beetle brand equity and launch a new car of the same brand name in the near future. This new car will continue to be listed on the Volkswagen Group at the new Beetle and the original Beetle Market.

Volkswagen New Beetle is a new development version of the original Volkswagen Beetle that was released from 1938 to 1975. The new Beetle was successfully launched in 1998 and successfully adopted from the beginning. The US and Japanese markets are considered to be the largest new beetle market in the past few decades. The Volkswagen Group is one of the world's leading automakers, Europe's largest automobile manufacturer, selling cars in 153 countries. The Group delivered 203 million vehicles, equivalent to 11.4% of the global passenger car market share, to customers in 2010. In Western Europe, all five new cars (21.0%) are from the Volkswagen Group. This group consists of nine brands in seven European countries, Volkswagen, Audi, Seat, Skoda, Volkswagen Commercial Vehicles, Bentley, Bugatti, Lamborghini, Scania (Volkswagen, 2011).