Volkswagen has announced the introduction of the new minibus. Clearly VW is out to capitalize on the retro trend that has made the new beetle such a success.

The Minibus won't be coming to America until late 2006 as a 2007 model. VW plans to market the Minibus as a lifestyle vehicle with room for mountain bikes and surfboards. This seems to be at cross-purposes to the retro trend.

If VW is serious about appealing to baby boomers who owned the original Microbus they need to optimize the vehicle not for the lifestyle of a twenty something but the lifestyle of a fifty or sixty something. VW has the opportunity to offer the first hip vehicle for the aging (former hippie) boomer population. Why not a version that accommodates people with mobility challenges? Accommodate a matching three wheel electric scooter or a pair of Segways. How about factory designed and installed hand controls as an option? Baby Boomers are going to stay active through their aging. Mobility aides like scooters and Segways are going to become very popular with those with conditions affecting their knees, backs, feet.

These and other features that appeal to an older and less ambulatory population are currently in the realm of after market modification companies. As the population bubble advances into the 50s and 60s a huge marketing opportunity exists for companies that mainstream accessibility features. VW has a unique opportunity to make enhanced personal mobility truly cool by combining it with the retro appeal of the Minibus.

Additionally, driving aides like navigation systems, sonar obstruction detection systems, rear view TV systems, On-Star safety and concierge services and vehicle monitoring systems like remote tire air pressure sensors are all going to appeal to aging drivers. In fact most of these features are already becoming popular on large luxury vehicles.

Volkswagen is uniquely positioned to provide a cool vehicle not just for the 20 something market but for their loyal customers who now need a little help getting around. Why should someone, who started out to college in a VW Bug bought a VW Golf after graduation, drove a couple of Passats through the years and now owns a new Touareg, have to switch to the ho-hum design of an American minivan when they need a scooter to get around?

It's gonna be a great future.

Comments

[Jame Ross]

I know this comment is a bit late for this article, but I think VW and Peter are missing the point of the minibus. I am a 46 year old engineer and I own a 1970 Type 2 Bus and a 71 Karmann Ghia which I drive regularly. I would be MUCH more interested in buying a new Type2 running on propane from Brazil than this new concept bus. which I think is really ugly to begin with. The appeal of the orginal Bus is that it is inexpensive, rugged, easy to maintain and can be easily modified to meet the owners needs. The new concept bus is expensive, complicated and given the horrible reliability of the new Beetle, a maintenance nightmare. I think VW would be much smarter to design an "Open Source" vehicle using concepts from the software world. Build a modular vehicle system which supports several basic models which start in the $10K region. Make it easy for 3rd party companies to build mods by publishing/licensing an API.. Instead of replacing the vehicle every few years, provide upgrades ..engines etc and licence companies to keep making improvements. This takes advantage of all the people and small companies which have provided a eco system for the current aircooled vehicles and provide a revenue stream which doesn't require huge investments. The profit margin may be smaller oneach vehicle but there are a LOT more people who can afford a $10K-$15K vehicle than some $35K vehicle designed for wealthy yuppies, aging or not.

What I don't understand is why VW is ignoring the huge customer base what made the original Beetle the best selling car of all time. The original vision of VW was a affordable vehicle for the working person and now its all about chasing the high profit margins for wealthy people (Touareg, Phaeton, etc) .. as that segment seems stupid enough to pay $60K for a $25K vehicle. VW could be different and be "retro" enough to go back to its orginal customer base.

Sincerely Yours
James Ross
MIT '79

[Carlos Andrade]

autoweek link is dead

[James D. Tyrell]

Produce a highly fuel efficient (TDI and/or Hybrid) minibus and the customers will flock! Go retro but also apeal to the 90's and up generation. The timming is perfect in view of world events. No body wants a minivan, everyone wants a minibus!

[NoblePatrica30]

People in every country receive the business loans from various creditors, because that is comfortable and fast.

[Air Jordan]

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