Since 1937, German car manufacturer Volkswagen has been the third largest automaker in the world. As one of the best-selling cars of all time, the Volkswagen Beetle is always modifying itself, and this venture is no different. Recently, the Volkswagen Group Japan customized a Beetle, replacing the backseat with a Japanese bathtub. This project centered on a Volkswagen event with the motto, “Whatever you wish to do with the Beetle, do it.”
In an effort to gain valuable feedback and grant wishes, the team traveled to five locations within the country and encouraged Beetle enthusiasts to write down how they would customize or redesign their car. Around 6, 500 submissions were gathered and event organizers chose one man’s wish: “he wanted to drive with an open air bath in the rear seat of a convertible beetle.” The man’s dream was realized; using the Beetle Cabriolet, an open bathtub was constructed using cypress wood with a bathhouse curtain for privacy.
What's Driving This Trend
- Customized Vehicles
- Disruptive innovation opportunity: Explore new ways to modify and personalize vehicles to meet unique customer desires.
- Consumer Co-creation
- Disruptive innovation opportunity: Engage customers in the design and customization process to create truly personalized products.
- Unique Brand Experiences
- Disruptive innovation opportunity: Create memorable and interactive experiences that connect customers to the brand and its products.
Who This Affects Most
- Automotive
- Disruptive innovation opportunity: Integrate unconventional features and designs into vehicles to attract new customer segments.
- Home Improvement
- Disruptive innovation opportunity: Collaborate with automotive companies to develop innovative products that bridge the gap between home and transportation.
- Event Management
- Disruptive innovation opportunity: Design engaging and participatory experiences for customers that encourage creative expression and brand loyalty.
