A car associated in the US with the flower power and hippies of the 60s has been given a new look. Volkswagen's iconic Beetle now has a sportier profile. The newest model launched in New York is expected to appeal beyond the traditional customer base.

 

Volkswagen unveiled its newest Beetle in New York City, part of a same-day worldwide promotion. It's the second major redesign since the car was launched in 1938.

The Beetle is a beloved icon - traditionally associated in the U.S. with flower power and hippies. The trick for designers? Creating a truly new Beetle while driving a fine line between keeping the nostalgia and adding a modern touch, says CEO of Volkswagen North America, Jonathan Browning.

Jonathan Browning, CEO of Volkswagen North America, said, "We think here we a vehicle that is instantly recognizable as Beetle, but also very much into today's world as a modern incarnation of that iconic vehicle, that we've got a winner for the Volkswagen brand."

Volkswagen is also focused on expanding beyond a mostly female customer base, pushing a "sportiness" theme. The latest Beetle is wider and longer. Gone is the bulbous roof and well-known bud vase. In are bigger tires and an optional Fender sound system.

Mike McGrath, associate editor at Edmund's Inside Line says the also very fuel efficient Beetle hits the mark.

Mike Mccrath, Assoc. Editor of Edmund's Inside Line, said, "They've come along way from that forced retro Beetle to this new one they've thought out from A to B and hopefully will be a real alternative to some other small cars."

In a crowded auto market, analysts expect the revamped Beetle's ultimate success will largely depend on pricing. That won't be revealed until the car rolls into showroom floors sometime in the fall.