Volkswagen's Iroc Concept: Reviving the Scirocco to Target A Niche
Market
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(Case Code: MKTG153) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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MKTG153 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra
ThemesBusiness Process Outsourcing, Customer Service, Call Center
Management |
| Case Length |
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16 Pages |
| Period |
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2000-2006 |
| Organization |
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Volkswagen AG |
| Pub Date |
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2006 |
| Teaching Note |
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Available |
| Countries
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USA, Europe |
| Industry |
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Automobile |
Abstract:
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In August 2006, Europe's largest automaker Volkswagen AG (Volkswagen), unveiled
the Iroc concept (Iroc) at a special event in Berlin, Germany. The Iroc was a
prototype of the third generation model of the Scirocco, a sports coupé launched
by Volkswagen in the 1970s that became a cult car in the US and Europe. The Iroc,
which was expected to hit the market in 2008, was seen as an attempt by
Volkswagen to fill the gap in its product line and target a niche market of
Scirocco enthusiasts. Analysts opined that the Iroc would help bolster the image
of Volkswagen, which had of late been catering predominently to the mass market,
and had few niche products.
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They also felt that Volkswagen had few
emotional brands targeted at customers in the US, and the new
Scirocco would help fill that void.
Issues:
» Understand the rationale behind the development of the Iroc by Volkswagen
» Appreciate the importance of niche markets and emotional brands for automobile
manufacturers in the US and Europe
Contents:
Keywords:
Volkswagen AG, Iroc Concept Car, Scirocco Sports Coupé, New
Beetle, Product Line, Mass Market, Emotional Brands, Scirocco Fan and Enthusiast
Clubs, Retro Models, Product Management , Niche Marketing, Brand Management, New
Product Development, Competition, Automobile Manufacturing
Reviving A Cult Car
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