The Beetle’s back

Jason Paur, writing for Wired:

The Beetle spent a few decades on hiatus (at least here in the U.S.), before being reborn in 1998. And while the New Beetle for the new millennium looked familiar, it was really only appreciated by those with two X chromosomes.

Now, Volkswagen is rebooting the Beetle yet again. With the new campaign, the company has a big challenge on its hands. Sales of the new Beetle have been good, despite the lack of a major update since its introduction in 1998. But now Volkswagen wants to sell the latest Beetle to the other half of the population. And if you’re willing to forget about the last gen’s flower holder, VW may be able to pull it off.

Via professor of marketing Neal Roese.