Volkswagen launched the redesigned Beetle this week with a worldwide punch that says it's a brand to be reckoned with.
Simultaneous introductions were held in Shanghai, Berlin and New York City -- and the showmanship wasn't your usual pull-the-wraps-off and beat-your-chest unveiling.
In New York City, the rollout started Monday morning with a staged press conference at a warehouse with rock and rap music and big screens showcasing VW's Super Bowl Beetle commercial.
That evening, VW took over a dance club and partnered with MTV, which broadcast a live concert via the Internet of the Black Eyed Peas, the hip-hop group that played during halftime at this year's Super Bowl in Texas.
VW later hosted an after-party in another New York nightclub with booze and a disc jockey spinning music. VW showed a video recap of the day's three launches on an enormous screen.
Why go so big with a car that won't be as big a seller in this market as the Jetta sedan or the new Passat sedan designed and built for the United States?