Volkswagen's Iroc Concept: Reviving the Scirocco to Target A Niche
Market
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Case Details:
Case Code : MKTG153
Case Length : 16 Pages
Period : 2000-2006
Organization : Volkswagen AG
Pub Date : 2006
Teaching Note : Available
Countries : USA, Europe
Industry : Automobile
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Excerpts
The Scirocco Story
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In the early 1970s, Volkswagen felt the need to replace its aging sports coupé,
Karmann Ghia, with a model more relevant to the times.Thus work on the Scirocco
began. It was internally designated as Type 53. The Scirocco was designed by
Giorgetto Giugiaro of Italdesign-Giugiaro SpA, and was built for Volkswagen by
Onsabrueck, Germany-based coachbuilder, Wilhelm Karmann GmbH (Karmann). Karmann
had also built Volkswagen's Karmann Ghia. The Scirocco debuted at the 1973
international Motor Show in Geneva, where it was widely appreciated.
Scirocco is an Italian word referring to the strong warm wind in the
Mediterranean that originates from the North African region.
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The Gap in Volkswagen's Product Line
When the production of the Coraddo was stopped in 1995, Volkswagen needed to
find an alternative to fill the gap in its product line (Refer to Table II
for Volkswagen Group's product line). For over a decade, Volkswagen failed
to come out with a sports coupé that was also affordable. The sports coupé,
Audi TT, was the closest that came to cater to the market left vacant by the
demise of Coraddo. Though the Volkswagen Group sold sports cars under brands
such as SEAT, Bentley, and Lamborghini, there was no sports coupé in the
Volkswagen passenger car line...
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The Iroc Concept
Scirocco enthusiasts had for long been waiting for a new model of the Scirocco. There were endless rumours about the possible launch of a new
Scirocco, ever since its production was stopped in 1992. There was also
much discussion in active online communities about the design, pricing,
etc., if VW decided to develop a new Scirocco.
On August 24, 2006, the Iroc concept (Iroc) was unveiled at a function
in Berlin, Germany. Subsequently, it was presented at the Mondial de
l'Automobile 2006. The name Iroc came from the middle letters of
Scirocco (ScIROCco)... |
Excerpts Contd...>>
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