volkswagen rebranding scirocco as IROC
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Transcript of volkswagen rebranding scirocco as IROC
8/14/2019 volkswagen rebranding scirocco as IROC
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’olkswagen s IROC :oncept eviving the SCIROCCO o
arget a niche market
8/14/2019 volkswagen rebranding scirocco as IROC
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BACKGROUND
• olkswagen formed in 1936 as kdf- …agen during world war II
ompany started producing.i l i taray vehicles
• roduction of commercial ehicles started in 1948
• ’i rst sports coupe launched in.955 as Karman Ghia
• argest automobile manufacturer.n Europe in the year 2006
•
8/14/2019 volkswagen rebranding scirocco as IROC
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…reation of the legendSCIROCCO
• i rst duloute was in 1973 nternat ional motor show in
.eneva as a sports car• -cirocco I produced between- .974 1981• -cirocco II produced between
- .981 1992• ypercompeti t ion hit the success
– .f scirocco II• ntroduced Corrado to replace
- .cirocco II
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roduct l ine gap
,he product l ine gap which ould also be described as the
,egment or posit ioning gap
epresents that part of the arket from which the individual.rganization is excluded
pproaches for line fi l l ing• Product• Posit ioning• Pricing
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’he GAP in Volkswegen s roduct line
Reasons• ffordable sports coupe car•
o sports coupe car in passenger ar line
• ew products for niche market• Reliabil i ty• ate Entry in MPV market
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teps taken by VW
• aunch of new beetle car
• ore emotional brands
• aunch of touran• uccess of retro brands
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8/14/2019 volkswagen rebranding scirocco as IROC
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…EW CONCEPT OF VOLKSWAGE
IROC
8/14/2019 volkswagen rebranding scirocco as IROC
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IROC
• he IROC ame is made up from part
f the SCIROCCO
•
he contemporary design were done.y Murat Gunak
• …ROC aggressive and sporty
.ook• omfortable for four people and
.ootspace
8/14/2019 volkswagen rebranding scirocco as IROC
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…ROC• ROC model will be produced from
,utoeuropa assembly plant in Palmela.ortugal
• ower for IROC concept comes from a-ront mounted 210 Hp TSI engine driving
.he front wheels
• he interior has more show car bespoke,lements not least the 'Viper Green',eoprene leather with reptile skin
.mbossing and aluminum detailing
•
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pecifications of iroc…oncept
• .ports car with four seats and luggage room• .imble turbo engine• -ew face design with reworked golf honey comb
.haped radiator• -h ee lb as e 2 68 0m m•
–eight 1400mm• ”9 al loy wheels• - .oot capaci ty 300li t res• .ear seats fold down• .ront bucket seats• - -round breaking TSIpetrol technology uses a
-urbocharger and supercharger to produce diesel.ike consumption and extra performance• p to 210 bhp TSI engine but engine options
xpected to start from around 150 bhp
•
•
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8/14/2019 volkswagen rebranding scirocco as IROC
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…ontd
• argeting the niche market
•
&t tractively posit ioned
priced
• ew age yuppies
•
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enefits of introducing theIROC oncept
• r idging the gap in the product
l ine
•
olishing the brand sheen• he emotional connect
• uccess of retro brands in the
past
• ree publici ty
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uture prospects of…ROC
• buzz of excitement around the IROC• …egacy of SCIROCCO capiltalized• /oncept version V s Production version• cir oc co tr aditi onali sts d issap ointe d• &rend of compact affordable
erformance cars on the rise• …oungsters a sizeable TG•
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‘ ’s Retro a stepbackwards?
• … ’r i t ics view VW s
…ncompetency
• !!!ot a copy of the scirocco
– &ecreation of the energy
fascination
– latform for future models