VW Looks To Broaden Beetle Appeal With Event Tie-Ins
Volkswagen of North America is looking to make a splash around its new 2012 Beetle, and according to Ad Age, it will be using a lot of event marketing to do it.
Ad Age writes:
"This time around, the pitch will be toward making the car appeal more to men and younger buyers with a sportier design, more emphasis on performance, a larger body size and bells and whistles such as a state-of-the-art Fender sound system. Currently, about 60% of Beetle buyers are female and the average buyer age is mid-30s to mid-40s. The key will be to be more "gender neutral," Mr. Ellis said. "The opportunity is to broaden, not switch targets."
Younger and male? Cue the sports & music opportunities.
"You'll see a lot of sports, a lot of news," Ellis said, along with more youth-oriented tie-ins with places such as MTV.
Read more about VW's Beetle brand launch from Ad Age.