Today was the unveiling of the new VW Beetle, which is much beloved (we thought) by both men and women. (Jalopnik has an overview.) Turns out the vehicle had become a tad too “girlie,” so the car has been redesigned to add a little testoterone.
“It’s conventional wisdom that, in the U.S. market, a car will founder if it gets an image as a “girl’s car” the way the now discontinued VW Cabrio did,” writes USA Today. “Unenlightened as you might think it is, the auto business believes that, at least in America, you can sell girls a boys car, but you can’t sell boys a girls car.” Yeah, we do think that’s unenlightened.
A recent study shows that nearly 40 percent of all new cars purchased are registered by women. With all of that purchasing power, perhaps the auto industry will soon be rethinking its theory.