Volkswagen has finally launched the New Beetle in the Indian market and has also introduced its mid-size luxury SUV, the Touareg.
Volkswagen now has four cars to offer the Indian market, the other two are the Passat and the Jetta which are family cars.
Lutz Kothe, chief general manager, marketing and public relations, Volkswagen India claims, “Both cars (New Beetle and Touareg) have been adapted to Indian conditions. The brand needs to be well built up before the Polo comes in.”
Volkswagen intends to launch the Polo around the first half of 2010. Kothe had previously mentioned that Volkswagen wants to create enough brand awareness in the country, before the Polo hits the market.
The New Beetle will be priced at around Rs 20.45 lakh whereas the Touareg at around Rs 51.85 lakh.
Kothe claims, “There have been numerous enquiries for the New Beetle. People are longing for the car and I do not think the price would be any hindrance.”
In a press statement, Neeraj Garg, member of board and director, Volkswagen Passenger Cars says, “We are excited to bring the iconic Beetle to India, after its success across the world for decades. It is the very first Volkswagen car people remember. The launch of the Touareg is our marketing debut in the SUV segment. India has great demand for SUVs.”
A new TVC for the New Beetle was showcased at the launch event.
Developed by DDB Mudra the TVC went live over the weekend. The commercial features a couple driving the New Beetle. They then stop near a café and step out of the car, a valet is shown ogling at the car. The man asks the valet his charges to park the car, the smitten valet replies Rs 200. Here comes the twist, the valet pays the amount to the couple and drives away with the car. The commercial ends with super of the New Beetle tagline – ‘German engineering Recreating Legends’ and a voiceover of the tagline – ‘Volkswagen. Das Auto.’
According to Rajeev Raja, national creative director, DDB Mudra Group, “The Beetle is a legend. The idea was to express the iconic nature of the brand – a cute, lovable car that evokes desire. Once you see it, you are captivated.”
Bobby Pawar, chief creative officer, Mudra Group says, “The Beetle is the original lovebug. The commercial is about love reborn. Love turns everything on its head; and that is why you see the valet paying up.”
Pawar added, “You have an almost visceral reaction to a car like the Beetle, a car that is part of popular culture now. We wanted to capture that feeling and keep it relevant to pop culture”.
The song in the commercial has been composed by Clinton. “The music is an important part of the ad. The song is about whimsical romance,” claims Pawar.
The promotions for the brand will mainly be led by television and supported by print, digital and outdoor campaigns as well.