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Volkswagen's Iroc Concept: Reviving the Scirocco to Target A Niche Market

Case Study: Volkswagen's Iroc Concept: Reviving the Scirocco to Target A Niche Market

In the ever-evolving world of automobile manufacturing, capturing the attention of consumers and standing out from the crowd is crucial. Volkswagen, known for its iconic models such as the Beetle and Golf, recognized the importance of niche markets and emotional brands. With this in mind, they developed the Iroc Concept, a vehicle designed to revive the legendary Scirocco sports coupé. In this blog post, we will delve into the rationale behind the development of the Iroc, explore the significance of niche markets for automobile manufacturers, and take a drive down memory lane to appreciate the Scirocco’s rich history.

Section 1: Reviving a Cult Car

The Scirocco, first introduced in 1974, quickly gained a loyal following and became a cult car in its own right. With its sporty design and thrilling performance, the Scirocco captured the hearts of many enthusiasts. However, as time went on, the model was discontinued, leaving fans longing for its return. Volkswagen recognized this passion and set out to revive the Scirocco, aiming to tap into a niche market of dedicated enthusiasts

Section 2: Background Note

Understanding the importance of emotional brands and niche markets is crucial when analyzing the development of the Iroc Concept. Automobile manufacturers, both in the US and Europe, have come to realize that catering to a specific group of consumers can be highly rewarding. By creating models that evoke emotions and resonate with a particular audience, manufacturers can establish a strong and loyal customer base.

Section 3: The Scirocco Story

To appreciate the significance of the Iroc Concept, it is essential to take a closer look at the Scirocco’s history. From its debut in the 1970s to its discontinuation in the early 1990s, the Scirocco made a lasting impact on the automotive industry. Its sleek design, powerful engines, and sporty handling made it a favorite among drivers seeking a thrilling driving experience. The Scirocco Fan and Enthusiast Clubs that emerged during this time further showcased the model’s popularity and the strong community it fostered.

Section 4: The Gap in Volkswagen's Product Line

Volkswagen, known for its mass-market appeal, identified a gap in its product line that the Scirocco could fill. While the brand had successful models like the Beetle and Golf, there was a need for a sporty and stylish option that would cater to a niche market of performance-oriented drivers. The Iroc Concept was the solution, bringing back the essence of the Scirocco and targeting those seeking a unique driving experience.

Section 5: The Iroc Concept

Enter the Iroc Concept, a modern interpretation of the Scirocco that combines cutting-edge design and advanced technology. With its sleek lines, aggressive stance, and dynamic performance, the Iroc Concept captures the spirit of the original Scirocco while incorporating contemporary features. This concept car not only showcases Volkswagen’s ability to push boundaries but also sets the stage for the potential revival of the Scirocco as a production model.

Section 6: A Drive Down Memory Lane

For those who have fond memories of the Scirocco, the Iroc Concept takes us on a nostalgic journey. With its retro-inspired design cues and nods to the original model, the Iroc Concept pays homage to its predecessor while embracing the future. It reignites the passion and excitement that the Scirocco once evoked, fueling anticipation for its potential return to the market.


The development of the Iroc Concept by Volkswagen exemplifies the importance of niche markets and emotional brands in the automobile industry. By reviving the legendary Scirocco and targeting a dedicated group of enthusiasts, Volkswagen aims to capture the hearts of drivers seeking a unique and thrilling driving experience. The Iroc Concept not only pays tribute to the past but also paves the way for an exciting future, where the Scirocco may once again roam the streets, leaving a trail of admiration in its wake. Exhibits: (Please see the attached document for the corresponding exhibits) Keywords: Volkswagen AG, Iroc Concept Car, Scirocco Sports Coupé, New Beetle, Product Line, Mass Market, Emotional Brands, Scirocco Fan and Enthusiast Clubs, Retro Models Target Audience: Automobile enthusiasts, fans of the Scirocco, individuals interested in niche markets and emotional brands in the automotive industry. Also got to know about the Maruti Suzuki’s Advertising Strategies: Driving Success in the Indian Passenger Car Industry