Volkswagen bets on the up! as the beetle from the future

Volkswagen of Brazil launches this week the up!, compact model that, in the words of the President of the company, Thomas Schmall, will have to set up a mission comparable to the Volkswagen Beetle, called the people's car. "The idea is to take mobility for many Brazilians who still can't afford to buy a car."
The car will appeal the attractive price compared to what there is on the market, being modern, economical in fuel expense, insurance and, although apparently minor, will have capacity for five people, while the European model carries four passengers.
The official price will be disclosed Wednesday, when the up! is officially launched at an event in Gramado (RS). Schmall said that only the version with four doors, the first to hit the market, it will cost "less than $ 29 thousand". The two-door, which will arrive throughout the year, will be on average $ 1.5 mil more into account, according to analysts.
With the up! (English term meaning in the air), the Volkswagen goes into a segment that has not yet played, small cars, below the Goal. In price range, replace the old Goal G4, which is no longer produced at the end of the year. The G5 costs from $ 31,000.
Under category, is innovative because it operates in called popular, but has high technological level, mainly in top versions. In addition, it was considered the Country's safest compact in testing conducted by the Latin NCap and more economical in fuel expense by Inmetro.
The up! will have six versions, all with 1.0 engine, and begins to be sold in February. Is seen as crucial in the recovery of the Volkswagen brand, after record fall of 13.2 percent last year, when he sold 666.7 million automobiles and light commercial ante 768.3 million in 2012. Among the four major automakers, was presented the biggest decline, a total market fell 1.5 percent to 3.57 million units.
Leadership. Analysts also see the up! as an important piece in the game of the German brand to regain the lead in the Brazilian market, lost in 2001 to Fiat. On this theme, Schmall make jokes. "Market share doesn't pay lunch, what counts is the result (financial) of the company."
Although it does not disclose numbers, the Executive says that Volkswagen closed 2013 with positive balance, similar to the result of the previous year. In sales, the Brazilian ranking of automobiles and light commercial closed with Fiat ahead (21.3%), Volkswagen and General Motors are very close (with 18.6% and 18.1%, respectively) and Ford with 9.3%. The rest of the cake was divided among the other brands.
The compact line-up! was developed at the Head Office of the Group and its design is a creation of the Brazilian Marco Antonio Pavone, who for several years worked in Germany. The model was released in Europe in 2011 and is manufactured only in Slovenia, which supplies other 50 countries.
The Brazil is the second country to produce it. Is the first car brand to be done on a global platform, which serves as the basis for various models that can be manufactured anywhere in the world. "Just the difference between the technology used in Brazil and other countries," said Schmall. "The up! will bring the same technology we have in more advanced markets. "
All upcoming releases of the brand will follow this strategy, warns the President of Volkswagen, repeating remarks made by other local brands, like Ford. The Golf will be the next global product and will be done at the factory of Paraná in 2015. Until the Goal, when change of generation in 2015, there will be a unique model of the Brazilian market to be a global product. That globalization will help also to expand exports beyond Latin America, believes Schmall.
Despite using the same base II, the Brazilian version of the up! underwent several changes, coordinated by Brazilian and German professionals. In addition to flex and technology have eliminated the ABS for gasoline used in the match, it's a little longer and wider. "The trunk and fuel tank are also bigger and he's taller because of the condition of local roads," Schmall.
The competition will also have many novelties in the compact segment, though not directly in the category of the up!, which measures 3.6 meters. The Uno, for example, measures 3.77 metres. Ford launches in the next few weeks the new Ka and Nissan begins production of the national March in the second quarter. In 2015, Fiat will have its compact under the Uno.
Besides the up!, Volkswagen will have at least two more major releases this year, in addition to reestilizações. Schmall not gives details, but is given that one of them will be the Sloop with a double cabin truck. Further, probably in 2016, derivatives are coming up! -as the utility-sporty compact Tigun-and Santana sedan, which continues in the company's plan.