Unisex Beetle Needs More Male and Global Buyers

The previous generation of Volkswagen Beetle was a bit of a headache for the German carmaker, as the only male customers were the ones that thought it needed a body kit plus some racing paraphernalia, and those are few and far between. The new generation has just entered production in Mexico and will hit the US market in September, so VW is desperate to infuse it with testosterone.

Volkswagen expects many more men will buy the 2012 Beetle when it finally arrive in the States and is also targeting a younger audience. Rainer Michel, Volkswagen of America's vice president of product marketing and strategy, says a "more masculine" appearance, including a higher beltline, and 20 more horsepower for the Beetle's base model should be just what the doctor ordered. We’re not really convinced this is the case, but at least it’s a step in the right direction.

Automotive News reports that more than 65 percent of the old generation’s customers wore dresses, but the new one should see something close to an even split.

The official also expect more sales to come from outside the US, as the model launched in 1998 relied 72 percent on the Land of Freedom for its results. "The new style tested well in North America as well as in Europe, and China is a growing market," Michel says, adding that the car is "an icon, and we brought it back to the iconic style."

"There are now many more competitors in the market, but we'll sell many more than in the last few years," said Andres Valbuena, VWoA's manager of Beetle product marketing and strategy.