ABSTRACT
In January 1998, the ‘new’ Volkswagen Beetle was launched in the United States to resounding critical acclaim and unalloyed customer approval. Designed by leading automotive imagineer, J.Mays, and manufactured at a state-of-the-art plant in Puebla, Mexico, the new Beetle combined the distinctive bubble shape of the old VW Bug with the latest automotive technology to produce a futuristic car with anachronistic styling (The Economist 1998).
