The writer worked in public relations for Volkswagen of America. Individual Communicators Network has some automotive clients.
To the Editor:
Volkswagen of America's opportunity to reposition the brand upmarket in North America went away when the New Beetle was unwrapped in 1994 ("VWoA's 1 million sales goal: Get real," Comment, Nov. 5).
Up to that point, the Beetle-based heritage of basic low-cost transportation for everyone had been ignored or forgotten or was not known by some.
The New Beetle introduction brought the position of Volkswagen as the entry-level German brand in America front and center.