For the third time in 73 years, Volkswagen has revealed a new Beetle, this being the second time they've tried to recreate the legendary 'people's car' in an upmarket, 'boutique' hatch format.
Replacing the 'New Beetle' that practically pioneered the retro segment back in 1998 but never quite mastered it like the Mini did, this 'New New Beetle' is back to tackle that same turf with a more aggressive design.
Even though it's unlikely to shake off the feminine image of its predecessor, and perhaps with good reason, this Beetle looks far more staunch in profile thanks to a flatter roof inspired by the Ragster concept of 2005, while the rear end, which ditches its round lights for the first time ever and gains a spoiler, also has a racier vibe about it.
Strange then that with the exception of LEDs in the headlights and a flatter shape at the bottom of the bonnet, the latest Beetle doesn't look very different from its predecessor at the front - VW is not tampering with the classic Bug face.
Beneath the retro skin is where the big changes have happened. Not only longer (+152mm), wider (+84mm) and lower (-12mm) than its dated Golf 4-based predecessor but it also brings the latest in VW technology to the party.
European customers get to choose between four engines, comprising three TSI turbopetrols and a TDI turbodiesel. The 1.2-litre TSI produces 77kW while the midrange 1.4 TSI is good for 118kW. And now the Beetle can officially call itself a hot hatch thanks to its flagship 147kW 2.0 TSI engine from the previous Golf GTI. It even has the GTI's XDS electronic differential.
At the other end of the scale is the familiar 77kW 1.6 TDI, which also benefits from BlueMotion technologies like idle-stop and battery regeneration helping reduce the CO2 rating to just 112g/km.
Beetle's contemporary technology also extends to safety, where it now benefits from what VW calls one of the most torsionally rigid bodyshells in the segment, in addition to six standard airbags and ESP stability control.
This Beetle's cabin has also been modernised in just about every respect - some details like the cubbyhole and certain colour accent panels actually harking back to the original Beetle. It's also a bit more practical than before, with boot space increasing from 209 litres to 310 litres.
VW has concocted three trim levels - Beetle, Design and Sport - each with its own individual character and features. On that subject, the Beetle also gets the obligatory mile-long options list, with features like keyless access, sat nav and a panoramic sunroof being available.
VW will be unveiling this new Beetle at three places this week, namely the Shanghai and New York motor shows and at an event in Berlin. With right-hand drive versions going on sale in the UK by early next year, it's likely we'll see it in South Africa by mid-2012.