After dominating the streets and roads of the world for decades, the Beetle has become a classic and is very passionate by your fans and consumers. The following work aims to analyze the motivational factors of consumers purchases of Beetle to better understand the degree of affective relationship and how it affects their behaviors. For the results, a quantitative research was done with 426 consumers of Beetle in all Brazilian territory through the online search platform qualtrics. The results shows that the vast majority of consumers are passionate or have an important affective relationship with your Beetle.