Monday Volkswagon introduced it's latest concept car Up! at the Frankfurt Motor Show. They have reconfigured the drivetrain and it measures just 3.45 metres in length. It will be powered by a rear mounted (just like the original Beetle) compact two or three cylinder engine depending on the specific market. The interior of the car will be state-of-the-art with a computer monitoring and assisting drivers with climate, entertainment and vehicle function controls. A second screen, mounted ahead of the driver, relays critical information on the vehicle’s systems along with an instantaneous read-out of the amounts of CO2 being emitted.
This is a company that fully integrates design into the brand experience and enjoys the ride. The Up! is innovative and forward thinking in design and fuctionality. VW has been bringing great product to market for some time and the real light speed jump came with the successful introduction of the redesigned Beetle in 1994. The New Beetle's design was a visual surprise that sparked a "creative ripple" felt all across the design world. As evidence of this one only has to look at the first Apple iMac, a Graves Toaster from Target or the Herman Miller Aeron Chair. The New Beetle launch raised the bar and suddenly gave everyone permission to do something differentn and memorable. Up! represents VW's continued commitment to design as an important brand pillar that excites, turns heads and ultimately gets the consumer into the dealership.
