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Driving nuts for Beetles

Consumer preferences for cars need to be continually tracked to identify changing demands and specifications. However, there is one car that is quite an exception – the Volkswagen Beetle. More than 22 million of the original model were built between 1938 and 2003. Surveys have been conducted in different countries to determine the reasons why people purchased Beetles. Principal components analysis of the variables measuring the reasons for owning Beetles have consistently revealed one factor – fanatical loyalty. The company had long wished for the car’s natural death, but without any effect. The noisy and cramped ‘bug’ inspired devotion in drivers across the generations. Now old bugs are being sought across the globe. VW reintroduced the brand in 1998 as the ‘New Beetle’, which has won several distinguished automotive awards.

 
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