2012 Volkswagen Beetle

Volkswagen is using “The Oprah Winfrey Show” as a launching pad for its redesigned Beetle even though the car’s on-sale date is a year away. The talk-show host showed a silhouette of its 2012 Volkswagen Beetle, and then announced she would give a new Beetle to each member of the studio audience.

The intro is part of the car maker’s plan to raise the profile of the Beetle and the rest of its models, which it has gone to great lengths to make more attractive to U.S. consumers. The new Beetle is also meant to strengthen the company’s image as a maker of sporty cars with enough performance to attract enthusiasts, not just shoppers looking for something “cute.”

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