This document discusses the marketing strategy for the New Beetle vehicle. It analyzes the target demographics of 40-55 year olds who are nostalgic for the original Beetle and 18-34 year olds who want something unique. The New Beetle offers German engineering, stylish design, and an emotional connection to appeal to these groups. The marketing strategy involves selling through dealers and flagship stores in major cities, focusing print ads in specific magazines, and collaborating with artists and rental car companies to promote the New Beetle as more than just a vehicle.
