| Date | May 2018 | Marks available | 3 | Reference code | 18M.2.SL.TZ0.7 |
| Level | SL | Paper | 2 | Time zone | no time zone |
| Command term | Explain | Question number | 7 | Adapted from | N/A |
Question
The Volkswagen (VW) Beetle is considered a design classic. In the 1999 car of the century competition it came fourth (after the Ford Model T, Mini and Citroen DS).
Since the production of the first car in 1941 the car has changed very little in appearance, see Figure 10. Initially the bodywork was made of steel, but more recently this has changed to a range of materials such as alloys, composites and plastics.
Other materials that make up the VW Beetle have also changed. For example, the windscreen (windshield) is made of laminated glass whereas it was originally made of toughened glass.
One way that a product may be considered as a design classic is by the length of the maturity phase in the product life cycle.
List two disadvantages of using steel for the body of cars.
Explain why the Volkswagen (VW) Beetle uses laminated glass for its windscreen.
Explain two ways that Volkswagen (VW) can extend the maturity phase of the product life cycle.
Explain how mass production, dominant design and cultural status have made the VW Beetle a classic design.
Markscheme
corrodes/rusts ✓
heavy ✓
added weight can make the car more expensive to run ✓
Award [1] for each disadvantage of using steel for the body of cars.
laminated glass contains a layer of film between two pieces of glass ✓
which keeps the windscreen in one piece/prevents the glass from shattering/creating sharp shards on impact ✓
reducing the risk of injury to the driver/passengers ✓
Award [1] for each of three distinct points in an explanation of why the Volkswagen (VW) Beetle uses laminated glass for its windscreen.
using incremental design/solutions ✓
small changes/additional features can be added over time ✓
leading to new variations/versions/generations ✓
continuing to market/advertise/promote the car ✓
allows VW to widen exposure of the brand ✓
to reach a greater range of potential consumers ✓
offering price reductions ✓
makes the car more competitive in the marketplace ✓
providing an incentive for potential consumers to purchase the product ✓
using retro styling ✓
allows VW to retain aspects of the original aesthetic/style ✓
that appeals to a new market ✓
Award [1] for each of three distinct points in an explanation of two ways [3 max for each way] that VW can extend the maturity phase of the product life cycle.
Do not award marks across different clusters
Mass production:
production of large numbers of the VW Beetle ✓
has made the car visible/observable on a global scale ✓
making it a ubiquitous product ✓
VW Beetle has been omnipresent in society ✓
as it has become available globally ✓
and is recognised as an iconic design ✓
Dominant design:
the VW Beetle contains implicit features/elements which are easily recognised ✓
such as body shape/style/headlights ✓
to remain a desirable product/a standard of its time ✓
the form of the VW beetle is unique/distinctive ✓
and creates an emotional attachment/feelings of nostalgia ✓
which helps develop customer loyalty/brand recognition ✓
Cultural status:
the VW Beetle has transcended cultures/reflected cultural influences ✓
through its association with sub-culture (such as youth movements, pop culture, film, TV, art) ✓
becoming an iconic classic design ✓
ownership of a VW Beetle can increase the status (social position) of an individual ✓
classic designs can increase in value ✓
as they become more rare/desirable ✓
Award [1] for each of three distinct points in an explanation of how mass production [3 max], dominant design [3 max] and cultural status [3 max] have made the VW Beetle a classic design.
Do not award marks across different clusters
