People always think “Beetle” when they hear, see or read about the word “Volkswagen.”  This association is so strong in the market that it makes me wonder that were the people at Volks thinking when they came out the supercar Nardo and the super luxury Phaeton just a few years back?

It is clear they know nothing about product positioning in the minds of the consumer.  Volkswagen is the beetle – a people’s cheap mass-based vehicle.  Nobody will spend good money to have a supercar or a luxury sedan from Volkswagen.  No matter how really good they are.  And that’s the sad thing about the Nardo and the Phaeton.  They were among the best of their kind.  But what’s in a name?  Sometimes, it’s everything.