The College of Saint Scholastica
MGT 6412
Writing and Resources
Spring Term One
January 31, 2009
Instructor: Suzanne Nielson
For the love of the German minivan
James Hicks
From the beginning a few months ago, many who glanced at the Routan thought this was a fresh VW design. Many remember the VW Micro Bus with the air cooled Bug motor in back. It, too, was useful, efficient and odd. Early critics called the branding a crime against the automotive industry and the “sorriest example of brand abuse…” (Kitman, 2008). The commercials featured actress Brook Shields suggesting the public was buying the Routan for German engineering and giving them a reason to grow their family. The clever approach to selling underlining utility with a hip brand may have the automotive press taking a second look at who needs a people hauler.
Fuel prices have been all over the board. This has many families leary of gas guzzling sport utility vehicles and the associated environmental concerns. Volkswagen has had a limited line-up of small and mid-sized cars and a couple SUV’s. The minivan fills the gap for anti-establishment VW clientele which has been limited with automotive choices. Also, the overseas company wants to protect fluctuating currencies by fixing the line-up with a simple addition, with help from Chrysler in Canada.
Comparatively speaking, the Routan is selling for higher prices and less warranty than the comparable Chrysler minivan. Sales have been compounding each month since it was introduced (Vander Doelen, 2008). On socialstudiesblog.com, a woman made a comment regarding her Routan. “I might loathe my minivan in front of my friends, blaming my kids… but I secretly love it” (2008). The marketing is like Bernard Madoff’s technique of turning down potential investors - similar to odd catchy commercials saying people are having families for German engineering. This is not true, nor does Madoff turn down customers - causing customers to stew while creating the want to invest, or buy, even more. Crafty Volkswagen has found a marginalized market for the minivan and performed a u-turn toward success. Even though the Routan is not a critic’s choice, the increasing sales and customer reviews are proving them wrong.
Resources
Alterman, E. (2009). Behind the wheel. German engineers fail the paternity test. New York Times, January 25, 2009. Retrieved January 29, 2009 from http://www.nytimes.com/2009/01/25/automobiles/autoreviews/25routan.htlm?ref+autom
Socialstudiesblog.com (2008). A blog on interactive, emerging and social media: VW’s Routan baby more than a cute face. Retrieved January 29, 2009 from http://www.socialstudiesblog.com/2008/10/vws-routan-baby-more-than-cute- face.html?sh...
Vander Doelen, C. (2008). Critic hates it, but buyers like Routan. Windsor Star, December 23, 2008. Retrieved January 29, 2009 from http://www.windsorstar.com/story print.htlm?id+11077049
MGT 6412
Writing and Resources
Spring Term One
January 31, 2009
Instructor: Suzanne Nielson
For the love of the German minivan
James Hicks
From the beginning a few months ago, many who glanced at the Routan thought this was a fresh VW design. Many remember the VW Micro Bus with the air cooled Bug motor in back. It, too, was useful, efficient and odd. Early critics called the branding a crime against the automotive industry and the “sorriest example of brand abuse…” (Kitman, 2008). The commercials featured actress Brook Shields suggesting the public was buying the Routan for German engineering and giving them a reason to grow their family. The clever approach to selling underlining utility with a hip brand may have the automotive press taking a second look at who needs a people hauler.
Fuel prices have been all over the board. This has many families leary of gas guzzling sport utility vehicles and the associated environmental concerns. Volkswagen has had a limited line-up of small and mid-sized cars and a couple SUV’s. The minivan fills the gap for anti-establishment VW clientele which has been limited with automotive choices. Also, the overseas company wants to protect fluctuating currencies by fixing the line-up with a simple addition, with help from Chrysler in Canada.
Comparatively speaking, the Routan is selling for higher prices and less warranty than the comparable Chrysler minivan. Sales have been compounding each month since it was introduced (Vander Doelen, 2008). On socialstudiesblog.com, a woman made a comment regarding her Routan. “I might loathe my minivan in front of my friends, blaming my kids… but I secretly love it” (2008). The marketing is like Bernard Madoff’s technique of turning down potential investors - similar to odd catchy commercials saying people are having families for German engineering. This is not true, nor does Madoff turn down customers - causing customers to stew while creating the want to invest, or buy, even more. Crafty Volkswagen has found a marginalized market for the minivan and performed a u-turn toward success. Even though the Routan is not a critic’s choice, the increasing sales and customer reviews are proving them wrong.
Resources
Alterman, E. (2009). Behind the wheel. German engineers fail the paternity test. New York Times, January 25, 2009. Retrieved January 29, 2009 from http://www.nytimes.com/2009/01/25/automobiles/autoreviews/25routan.htlm?ref+autom
Socialstudiesblog.com (2008). A blog on interactive, emerging and social media: VW’s Routan baby more than a cute face. Retrieved January 29, 2009 from http://www.socialstudiesblog.com/2008/10/vws-routan-baby-more-than-cute- face.html?sh...
Vander Doelen, C. (2008). Critic hates it, but buyers like Routan. Windsor Star, December 23, 2008. Retrieved January 29, 2009 from http://www.windsorstar.com/story print.htlm?id+11077049
No comments:
Post a Comment