Today's riff coulda come to you from Miami Beach, where some lucky lifestyle journalists are celebrating the tenth anniversary of VW's New Beetle. Chagrined to miss it, after last year's fun VW EOS press drive, also in Miami, aber das ist mein Leben.

With over a million units produced worldwide since launching in 1998, the modern Bug remains a strong seller. Also motoring forward is Volkswagen Group of America, Inc., home to the U.S. subsidiaries of Wolfsburg, Germany-based über-parent Volkswagen Group's Audi, Bentley, Bugatti, Lamborghini and Volkswagen brands, plus VW Credit.

First was VGA's corporate relocation this April from Auburn Hills, Michigan, to Herndon, Virginia. Reportedly popping $100 million into the local economy--the move, stated VGA president and CEO Stefan Jacoby, was to "be closer to key markets and customers," adding that, "market conditions and business strategy 30 years ago dictated we move to Michigan; today they dictate we move to Virginia."

Motor City's loss again, but a similar rationale influenced subsidiary Bentley Motors USA's relocation to Boston currently underway. The move puts Bentley closer to its core audience and to its Crewe, UK world HQ, allowing co-executive leaders Christophe Georges (COO, in Boston) and Geoff Dowding (VP, in Crewe) to double down (we like that) on execution.

Southern California is Bentley's biggest local market, followed by the Northeast, Miami and Chicago. 4,017 cars (42% of 2007 sales) were shipped to owners in North America; credit woes dampened first quarter 2008 sales, but profitability is up. And top execs, you know you need a Bentley Arnage RL limo with factory-installed armor plating, complete for just under $1 million.

Maybe somebody from Alltel?

Jeff Heilman

6/5/08