Seventy-five years back, the very fist pair of Volkswagen Type 1 cars rolled into New York, setting the wheels in motion for the legendary Beetle’s American adventure. To mark this milestone, VW presents a photographic time-travel from the classic ’49 Beetle to the retro-futuristic 2024 VW ID. Buzz electric van, showcasing the remarkable evolution of the auto industry. It’s all part of VW’s 75th-anniversary campaign—a heartfelt “love letter” to America.
The celebratory campaign aims to convey VW’s “cultural impact” in the US through owner stories and marks the brand’s return to the Super Bowl LVIII after a hiatus. While specific details weren’t provided, it’s likely that the VW ID.7 electric sedan will be a highlight, given its scheduled US launch in the second half of 2024.
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Volkswagen
To kickstart the advertising campaign, VW has unveiled a gallery featuring the classic Beetle alongside the fully electric ID. Buzz and ID.4. While the exterior shots highlight the contrasting styling and size of classic and modern cars, it’s the interior photos that truly demonstrate the significant technological evolution.
Humble Beginnings
Volkswagen’s journey in the United States began in 1949 when Dutch businessman Ben Pon introduced two VW Beetles to New York. The following year saw the arrival of the Microbus on US soil. While selling the cars initially proved challenging, these modest beginnings did not foreshadow the remarkable path that lay ahead. Volkswagen of America was officially founded in 1955, but it wasn’t until 1959 that the iconic “Think Small” ad campaign reshaped American consumers’ perception of the Beetle.
The Beetle (Type 1) and the Bus (Type 2) were followed by the more conventional Squareback (Type 3) in the ’60s. In the ’70s, VW’s range expanded with the Dasher (Passat), the Scirocco, the Rabbit (Golf), and the Jetta.
In 1978, US production began at the Westmoreland plant in Pennsylvania, where Volkswagen produced over 1.1 million units of the Rabbit, including the performance-oriented GTI, which became an iconic model in the hot hatch segment. Fast forward to 2008, Volkswagen inaugurated the Chattanooga Assembly plant in Tennessee, emphasizing its commitment to localizing production in the United States.
