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THE NEW BEETLE I. Case Summary Beetle is one of the products line up produced by VW or Volkswagen, a car manufacturer in Germany. The original Beetle was born in the mid 1930s, when Ferdinand Porsche began drawing up plans for "Volksauto," a people car (Roger, 1985). In the beginnings, VW had become the most successful car model ever, selling over 21 million cars (Roger, 1985). VW expanded their market to America and had to compete to other local, European, and Japanese producers. With its distinctive round shape, face-like front end, and low price, the car was becoming popular as a new generation of Americans. On January 5, 1998, VW had exhibited its new line up of cars called the New Beetle at North American International Auto Show. This car had been an unexpected star at that show. By this experience, VW tried to conduct some studies to get the...

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