Product details

In August 2006, Europe's largest automaker Volkswagen AG, unveiled the Iroc concept at a special event in Berlin, Germany. The Iroc was a prototype of the third generation model of the Scirocco, a sports coupe launched by Volkswagen in the 1970s that became a cult car in the US and Europe. The Iroc, which was expected to hit the market in 2008, was seen as an attempt by Volkswagen to fill the gap in its product line and target a niche market of Scirocco enthusiasts. Analysts opined that the Iroc would help bolster the image of Volkswagen, which had of late been catering predominantly to the mass market, and had few niche products. They also felt that Volkswagen had few emotional brands targeted at customers in the US, and the new Scirocco would help fill that void.