VOLKSWAGEN’S IROC

CONCEPT:
REVIVING THE SCIROCCO TO TARGET A
NICHE MARKET
INTRODUCTION
 The VOLKSWAGEN ‘s logo contains the letters V and W: “volks” means “people”
and “wagen” means “car”.
 It was the initiative taken by ADOLF HITLER in 1930 to design a car for the
common people.
 In 1936,the first prototype KdF Wagen was designed. This prototype was later
called as Beetle.
 In 1948,under Heinrich Nordhoff,a no. of commercial Type 2 vehicles were
launched.
 The company thirst for a major success apart from Beetle, came after the acquisition
of Audi in 1964.
 The German automobile manufacturer, Audi’s technical expertise in front wheel
drive system and water-cooled engines could be clearly seen in the later models of
Volkswagen.
 Our case mainly deals with the Strategic Brand Positioning strategy employed by
Volkswagen to revive SCIROCCO to target a niche market.
 The need to fill in the gap in its product line, the company’s loyal fan base keen on a
newer version of Scirocco , were some of the reasons why Volkswagen came out
with a prototype of Scirocco.
Journey of SCIROCCO
Scirocco I was affordable and elegantly
designed.
Sportier than Golf and jetta.
 Interesting promotional strategy.
No noticeable changes in SCIROCCO II.
Introduction of Corrado (SCIROCCO III).
 Not able to give the drive fun
Volkswagen was not able deliver the
expected quality through the successor of
SCIROCCO.
GAP IN VOLKSWAGEN’S
PRODUCT LINE
• Volkswagen’s first full blooded sports car was corrado,
its production was stopped in 1995 which have created a
gap in the product line.

• Volkswagen wanted to go into niches for all the

segments.

• It focused on the emotions and affordability of the

product.

• The brand emphasized on affordable cars with German

experience of driving.

• There was a flaw in the positioning of the product as

well as in product line.
Benefits in introducing the IROC

Ready market
No set up of new manufacturing plant.
strengthening the VW brand image.
Contemporary design.
Sharing of spirit and name of original
Scirroco.
Future prospects

Fulfillthe VW need for emotional brand

Increase in sales
Positioning
Go in favor with the new generation
Chances of failure of the car
 Iroc- a retro model
is this a step taken backward?

 Name of the car came from SCIROCCO- which was a huge success.
Certain similar features were given to keep the spirit alive.
 Interiors of the car resembled those of Eos car launched in May
2006.
 Two door concept and sporty aggressive look adopted from its
other successful models Golf and GTI
 Competitors such as General Motors and DaimlerChrysler were
also re-introducing their older models.