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



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

•



…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



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



’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



teps taken by VW

• aunch of new beetle car

• ore emotional brands

• aunch of touran• uccess of retro brands



…EW CONCEPT OF VOLKSWAGE

IROC



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



…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

•



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

•

•



…ontd

• argeting the niche market

•

&t tractively posit ioned

priced

• ew age yuppies

•



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



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•



‘ ’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



hank You ny ?s

volkswagen rebranding scirocco as iroc

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