https://www.youtube.com/watch?v=T9OwnU81rko
https://www.youtube.com/watch?v=Pkeiv7hZy_Y
Target Audience:
Environmentally conscious Millenials just starting families or with growing families. These people are proud that they are environmentally conscious and like others to know it. They also have an interest in unique and trendy products.
Target Interaction:
VW is a well-known brand amongst our target audience. Many have been left with a sour taste in their mouths about VW due to the diesel scandal a few years ago. This vehicle provides a way for VW to win back their environmentally conscious, economically conscious customer base with a zero-emission, zero-gas, alternative fuel vehicle. The retro appeal of the original VW Microbus is so expansive that its popularity is almost guaranteed.
Current Competition:
Tesla - a popular brand that is exclusive to those that can afford them. Furthermore, production has been limited so there is not a lot of market saturation.
What you want your target audience to know and feel:
The I.D. Buzz is a minimalist design; it contains nothing that doesn’t need to be there. It is an immaterial material possession. It is a non-egocentric egocentric vehicle. The concept is based on a pop-culture icon everyone can identify with, giving customers the ability to go to new places without the negative impact on the environment. It is a perfect example of a vehicle as a status symbol. Consumers should feel good about the fact that they are doing their part to minimize emissions and happy that they are doing it in an iconic vehicle from VW.
Key insight:
After showing the Modular Electric Drive platform in 2015 and the I.D. concept car in 2017, VW has unveiled the reimagining of the vintage Microbus for the 21st century: the I.D. Buzz. According to CNN.com VW intends to sell one million electric vehicles a year by 2025, starting in 2020. http://money.cnn.com/2017/01/08/technology/volkswagen-id-buzz-concept/index.html
The I.D. Buzz, which will be available in 2022 in the US, Europe, & China, showcases all of VW’s current design values: "likable, sensual, innovative, logical, and reflects the brand’s equity".
With its fully autonomous capabilities, room for eight, and fully reconfigurable interior, this vehicle would be the perfect family road trip vehicle, it's like a "party on wheels". https://www.caranddriver.com/news/volkswagen-id-buzz-ev-concept-photos-and-info-news
“The iconic car of the electric age must be a Volkswagen” states Dr. Herbert Diess http://newsroom.vw.com/vehicles/future-cars/official-the-vw-bus-is-back-and-its-electric/
Like the original Microbus, the I.D. Buzz is roomy & versatile. Unlike the original, with its 30 hp engine and rear wheel drive, the new iteration boasts 396 hp from two electric motors and all-wheel drive, according to vw.com
https://www.automobilemag.com/news/volkswagen-d-buzz-concept-review-first-drive/
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