Volkswagen of America presents the situation in relation to the introduction of the New Beetle. The car was introduced at the Detroit Auto Show in January 1998 to reviews from the automotive press and industry gurus rave about. Elisabeth Vanzura, Marketing Director of Volkswagen America, had the challenging task of converting this enthusiasm to sales.

Volkswagen of America presents the situation in relation to the introduction of the New Beetle. The car was introduced at the Detroit Auto Show in January 1998 to reviews from the automotive press and industry gurus rave about. Elisabeth Vanzura, Marketing Director of Volkswagen America, had the challenging task of converting this enthusiasm to sales.
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Source: Video Supplement
Release date: 01 March 2003. Prod #: 503800 VID ENG
Arnold Worldwide: Volkswagen Ads from 1995-2000, video HBR case solution