2012 Vw Beetle attracts more men

Article by Christian Andrei, on March 23, 2012

Volkswagen is having some success in attracting more males to buy the VW Beetle. Since 1998 when the Beetle was brought back to showrooms, the automaker has had a difficult time of having a more balanced consumer base. The Beetle had been designed for the common man but inadvertently, this model placed doubts on the driver’s masculinity.

This is why VW redesigned the new version of the two-door last year to have a more angular, sporty look to attract more male buyers. In the new TV ads, a guy driving a Beetle gets a high-five from a gorgeous woman as well as a fist-bump from a dude on a motorcycle.

Volkswagen is aiming for its sales to double by 2018 and it won’t be a good idea for it to alienate half of the population for its halo model. Jessica Caldwell, an industry analyst with Edmunds.com, said that girls don’t mind driving masculine cars but not vice-versa. She said that many guys aren’t comfortable in driving a car that’s regarded as a “chick’s car.”

Since the new version started selling last September, males made up 43% of buyers in the U.S., about 29% higher than the previous year. Among the marketing efforts of VW for the redesigned model are a tie-in with Microsoft Corp.'s Xbox video-game console and an emphasis on the Beetle’s optional turbo power.

Tim Mahoney, VW's chief product and marketing officer in the U.S., said that VW aims to “potentially attract a more-balanced buyer group." Edmunds said that in December, about 50% of Beetle buyers were males, 36% higher than the prior year.

Topics: vw, vw beetle, sales

If you liked the article, share on:


Login or Create new account to add a comment!


More than three decades ago, the DeLorean DMC-12 was produced by the DeLorean Motor Company. However, production was stopped due to issues within the company. The car itself was decent...
by - October 27, 2016
Tesla is making sure that all models under production will receive the necessary advanced hardware that will allow them to be autonomously driven. The fitment of these advanced hardware to...
by - October 27, 2016
Wondering how fast the 2017 Chevrolet Camaro ZL1 in actual driving? To provide customers a good idea on how fast the 2017 Camaro ZL1 could really get, Chevrolet recently had...
by - October 27, 2016
So, it is official! The new Honda Clarity FCV has the longest verified range of any zero-emissions vehicle currently on the road in the United States. One of the main...
by - October 27, 2016
Many have been anticipating Mercedes-Benz Vans’ newest luxury pickup truck, the X-Class. While Mercedes-Benz has yet to reveal the official production version of the X-Class, it was kind enough to...
by - October 27, 2016