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VW unveils Beetle Dune that could reach showrooms

Published on NewsOK Modified: January 13, 2014 at 2:59 pm •  Published: January 13, 2014

DETROIT (AP) — Grab your snowboard or sandboard and go.

That's the idea behind a dune buggy concept car version of Volkswagen's Beetle unveiled Monday at the Detroit auto show.

VW envisions the Beetle Dune appealing to skiers in Aspen, Colo., or sandboarders in Florence, Ore. The company bills it as a 21st century of the Baja Bug, which is a modified Beetle that can handle tough off-road conditions, like the deserts of Baja, Calif.

Officially, VW says no decision has been made on whether to produce the thing. But the appeal of the Beetle brand gives the concept a better chance of appearing in showrooms.

"Dune, for the time being, is a concept," said Michael Horn, Volkswagen Group of America president and chief executive said after the unveiling. "If people like it, we work on the concept and we create a very specific marketing campaign for it."

It's a safe bet that such a promotional plan would aim to reach young, creative types like those who took over the stage, bohemian flash mob style, during its unveiling. A group led by the Canadian band "Walk Off the Earth" serenaded the crowd with a version of their song, "Gang of Rhythm," the video for which shows them banging — rhythmically — on a VW Beetle. They accompanied themselves with a collection of instruments that included a guitar, ukulele, xylophone and a Middle Eastern drum called a darbuka.

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