Volkswagen ’ s IROC Concept :

Reviving the SCIROCCO to

target a niche market

Pinky Gorwani
Atul Nagar
Jijo Thomas
Mathew
Jeeban Krishna
Sunil Reddy
Badal Samra
 BACKGROUND
• Volkswagen formed in 1936 as kdf
wagen during world war - II …
company started producing
militaray vehicles .
• Production of commercial
vehicles started in 1948
• First sports coupe ’ launched in
1955 as Karman Ghia .
• Largest automobile manufacturer
in Europe in the year 2006 .
•
 Creation of the legend …
SCIROCCO
• First duloute was in 1973
international motor show in
Geneva as a sports car .
• Scirocco - I produced between
1974 - 1981 .
• Scirocco - II produced between
1981 - 1992 .
• Hypercompetition hit the success
of scirocco – II .
• Introduced Corrado to replace
Scirocco - II .
 Product line gap
 The product line gap , which
could also be described as the
segment or positioning gap ,
represents that part of the
market from which the individual
organization is excluded .
Approaches for line filling

• Product
• Positioning
• Pricing

 The GAP in Volkswegen ’ s
Product line
Reasons


• Affordable sports coupe car

• No sports coupe car in passenger
car line
• Few products for niche market
• Reliability
• Late Entry in MPV market



 Steps taken by VW

• Launch of new beetle car

• More emotional brands
• Launch of touran
• Success of retro brands
Success of the VG in coming
years
• The carefree maintenance program
• Careful about the product range
• Broaden the market , core brand and
mainstream
• Build brand awareness
• Customer satisfaction
•
NEW CONCEPT OF VOLKSWAGEN …
 IROC
 IROC
• The IROC name is made up from part
of the SCIROCCO
• The contemporary design were done
by Murat Gunak .
• IROC … aggressive and sporty
look .
• Comfortable for four people and
bootspace .
 IROC …
• IROC model will be produced from
Autoeuropa assembly plant in Palmela ,
Portugal .
• Power for IROC concept comes from a
front - mounted 210 Hp TSI engine driving
the front wheels .
• The interior has more show car bespoke
elements , not least the 'Viper Green'
neoprene , leather with reptile skin
embossing and aluminum detailing .

•
 Specifications of iroc
concept …
• Sports car with four seats and luggage room .
• Nimble turbo engine .
• New face design with reworked golf honey comb -
shaped radiator .
• Wheelbase - 2680mm
• Height – 1400mm
• 19 ” alloy wheels
• Boot capacity - 300litres .
• Rear seats fold down .
• Front bucket seats .
• Ground - breaking TSIpetrol technology - uses a
turbocharger and supercharger to produce diesel -
like consumption and extra performance .
• Up to 210 bhp TSI engine but engine options
expected to start from around 150 bhp

•
•
 Refreshing and Updating
memories
• Importance of relating brands .
• Fulfilling the needs of
emotional branding .
• Competitors actions against
rebranding .
• Precautions to be taken in re -
launching .

 Outlook
• Sporting image

• Affordable performance

• Uncertainty in production

•
 Contd …
• Targeting the niche market

• Attractively positioned &

priced

• New age yuppies

Benefits of introducing the
IROC concept
• Bridging the gap in the product
line
• Polishing the brand sheen
• The emotional connect
• Success of retro brands in the
past
• Free publicity
 Future prospects of
IROC …
• A buzz of excitement around the IROC
• Legacy of SCIROCCO … capiltalized
• Concept version V / s Production version
• Scirocco traditionalists dissapointed
• Trend of compact & affordable
performance cars on the rise
• Youngsters … a sizeable TG
•
 Is ‘ Retro ’ a step
backwards?
• Critics view … VW ’ s
incompetency …

• Not a copy of the scirocco !!!

– Recreation of the energy &
fascination

– Platform for future models

Thank You
Any ?s