Fans of Volkswagen AG's
New Beetle who want to buy the cute oval-shaped small
car in new yellow and light blue colors better have online
access because that will be the only way to buy them, the German
automaker said on Monday.
Only 2,000 models of each of the new colors "Vapor
Blue" and "Reflex Yellow" will be available, VW said in a
statement. They are the first new colors since the New Beetle's
debut two years ago.
"We know that nearly 60 percent of Volkswagen's customers
use the Internet to gather information and purchase products and
services," Liz Vanzura, VW's marketing director said in a
The Vapor Blue GLS model starts at $18,875, while both
colors with the turbocharged engine start at $21,025, VW said.
All prices exclude the delivery charge of $525 per vehicle.
A national broadcast and print advertising campaign is
scheduled to begin on Monday, the automaker said. The campaign
will include trading cards with photographs of the new color
models and facts about the New Beetle for buyers.
VW declined to say how much it is spending on the campaign,
which was developed by Boston-based Arnold Communications, a
unit of Havas Advertising of France.
Consumers can go online and use VW's Web site (www.vw.com)
to configure the type of car desired and pick a dealer, VW said.
The buyer also can consider financing, discuss purchase terms
and arrange delivery.
All 4,000 special-color New Beetles will be optionally
equipped with a choice of gray or black leather seating, a power
glass sunroof and 16-inch alloy wheels, the company said. Engine
options for the Vapor Blue model include VW's standard
115-horsepower, 2-liter or the 150-horsepower, 1.8-liter
turbocharged engines, while all Reflex Yellow models will be
equipped with the turbocharged engine.