Volkswagen - Das Auto

It all began with the Beetle – the West German economic miracle and the rise of the Volkswagen Group to become Europe’s leading automobile manufacturer. The Golf not only reflected the aspirations of an entire generation, but also established itself as the Group’s international best seller. And then there is the up! – the pioneering city car from Wolfsburg designed to meet today’s ecological challenges and changing mobility conditions.

 

Movement is a basic human need. Throughout the ages, transport was necessary in order to allow goods, services and information to be exchanged in economic societies characterized by the division of labor. For thousands of years, horses were the preferred means of transport. This all changed in the 19th century with the advent of railroads, soon to be joined by the telegraph and telephone as the swiftest means of communication. But it was only with the invention of the motor car that mankind truly began to “go places”. Initially a luxury product for a privileged few, the breakthrough of mass motorization arrived with the rise of the affluent society after the Second World War.

No vehicle seized this historic opportunity as astutely as the car of the era: the Volkswagen, initially in the form of the “Bug”, as it was first dubbed by the Americans. Its inventor, Ferdinand Porsche, sought to create a “fully-fledged, idiot-proof vehicle for everyday use”, which would be affordable and reliable. In short: a car for the people. The Beetle made the Volkswagen Group into an institution in the young Federal Republic, one of the driving forces behind the West German economic miracle and a mirror of changing trends and styles.

 

THE BEETLE – symbolized the values of an entire generation: stability, sobriety and lust for life

Volkswagen – soon widely known as VW – has always reflected each generation’s outlook on life. To this day, it is still the epitome of the “Made in Germany” hallmark, although in the age of globalization, this is more of an international quality benchmark than a geographic designation. The Volkswagen brand continues and will continue to symbolize superior German engineering, characterized by sustainability and social responsibility. And committed to keeping the legend alive.

 

“The Beetle was the first car I owned myself and, even after all this time, it hasn’t lost any of its fascinating allure for me. These days, I drive “Frieda” – a reef-blue Beetle who will be celebrating her thirtieth birthday this year!” ELKE PETERSEN

 

“IT RUNS AND RUNS AND RUNS…”

Much of the Beetle’s appeal was attributable to its aura of classlessness, which made it the vehicle of choice for families, blue-collar and white-collar workers, individualists and high flyers alike. With its functional equipment level and its no-frills, yet esthetically pleasing appearance – often associated with the shape of an egg – it crested the first wave of West German prosperity, which led to what contemporary sociologist Helmut Schelsky described as a “leveled middle-class society”. However, society proceeded to diversify slowly but surely, triggering a variety of different needs. And the Beetle adapted imaginatively to the changing tastes: chrome began to take over and the accessories even included a bud vase beside the steering column. Other popular options were the “tiger skin” steering wheel cover and the picnic trays. While Conny Froboess and Peter Kraus were singing about going south to Italy, German holidaymakers were driving their newly styled Volkwagens to Rimini and soon even as far as Spain. Having returned home, they would invariably tell their friends how well the car coped with the mountain passes.

And with good reason – after all, the Beetle was second to none when it came to technical reliability. Robust and virtually indestructible, these cars gave their owners many years of pleasure, a fact that also explains their high resale value. The Beetle was the most visible expression of automotive democratization in post-war West Germany, where values such as stability and sobriety by no means dulled the lust for life. The famous advertisement, in which the car “runs and runs and runs…”, was no exaggeration. Even the rebellious youth of the 1960s and 1970s could not escape the fascination of the car of their time. On both sides of the Atlantic, the Beetle established itself as the cult object of a generation – a generation that decked it out in bright colors, while combining social protest with flower power fun.

 

“In 1965, we took the VW Bus to Finland. More than enough room for five people, camping equipment and a folding canoe. For us, that was pure, unadulterated freedom – and an unforgettable experience!” PETER GAST

 

INNOVATIVE THINKING: THE KEY TO LONG-TERM SUCCESS

Times change – and market wants and demands change with them. This has always meant finding new answers to new questions. 1972 saw the Beetle at its zenith: with 15,007,034 models rolling off the production lines, it was the most widely produced car in the world. It not only captured the hearts of motorists, but also of the cinema-going public, as can be seen from its starring role in films such as “The Love Bug” and “Herbie Rides Again”. The year 1973 marked another turning point: with the oil crisis, the public realized for the first time that there was not an unlimited supply of fossil fuels. At the same time, people gradually began to give thought to ways of protecting the environment. The age of short-term resource squandering was drawing to its inevitable close. Responding to change is a central part of the Volkswagen tradition – this was illustrated once again by the introduction of the first Golf generation, which made its debut in 1974. The new car was nothing less than a revolution: a bold step forward in terms of both design and technology. However, as with the Beetle, design followed function, and the technology reflected the requirements of the day. The Golf arrived on the scene with an angular, straight-line design, a water-cooled front-mounted engine replacing the air-cooled rear-mounted one. This was the sleek alternative for changed everyday needs: a car that is energy-efficient, economical and powerful yet exceptionally nimble. Then, to the amazement of all but the very few visionaries, the Golf not only continued the success story written by its predecessor, but rose to even greater heights.

 

“For me, the Golf I had a unique, timeless design. The car looks very dynamic yet friendly at the same time. That’s why I have two of them in my garage.” EDIN BUKVIĆ

 

GOLF: THE NEW NATIONAL PASTIME

Golf variants were developed at a far faster rate than was ever the case with the Beetle. After the German economic miracle had paved the way for mass consumption and widespread motorization, society began to differentiate itself visibly, creating scope for lifestyle choices. As an eminently likeable small car, the Golf appealed to many different cate­gories of buyers: not only practically-minded young families and respectable senior citizens, but also lifestyle-oriented individualists – the “Golf Generation” (see box). Volkswagen was only able to serve these wide-ranging needs thanks to flexible new production processes. A far cry from the rigid conformity of mass production, the use of modular computer-aided manufacturing brought about increased automation and flexibility. As early as 1976, the Golf GTI arrived on the market, its sights set firmly on a younger, decidedly sportier target group. This was followed by the Golf Convertible, which was aimed at sun-loving urbanites hankering after fresh air, and later by the Caddy and the Variant. The Golf established itself as a byword for superior motoring for the people: lively yet dependable. This was also evident in the slogan used for the launch campaign: “Golf: the new national pastime”. Today, the Golf is the Volkswagen Group’s most widely produced car, with over 25 million units to its credit. And it’s a car with which its drivers readily identify. Just like the Beetle before it, it “runs and runs and runs”. As the car has undergone so many development stages, the first “Golf Generation” has since given birth to another four. It’s thanks to the Beetle and the Golf that the world is richer in democratic mobility. While the Beetle is still seen as a quintessentially German car, the Golf has long since become a true European. Volkswagen now feels that the time has come to launch a city car to meet the mobility needs of the globalized world.

 

“I see the “up!” as being 100 percent Volkswagen. It will win people over with its clear, no-frills design and its deceptively spacious interior. Quite simply a great car for everyday motorists.” SANDRA STURMAT – who was involved in designing the headlights and tail lights on the “up!”

 

UP! – A NEW DIRECTION FOR A CHANGING WORLD

Given the need to protect the world’s climate and safeguard its scarce re­sources, new ideas in personal mobility are called for. With the up! concept car, which has already met with a very positive response at motor shows in Frankfurt, Tokyo and Los Angeles, the Volkswagen Group is remaining true to its tradition of innovation and sustainability. The up! has been conceived as a global car that, once on the market, will revive the Beetle legend – driven by ultra-modern technology and the highest eco­logical standards. According to the concept study, this compact zero-emission van will harness the energy of the sun through a large solar panel on its roof. The car is powered by electricity or a high-temperature fuel cell. Volkswagen is using this drivetrain system to spearhead a change in the applied research of mass-production fuel cells. The high-temperature fuel cell will be sufficiently light and have enough storage capacity to guarantee outstanding performance – a key requirement for sustainable everyday usage. With the up!, customers will be able to rest assured in the future that “Das Auto” – the car – is still a Volkswagen.

 

A party fit for a star: the 25 millionth Golf

A spectacular party for a spectacular car, an event where all the stops were pulled out. And rightly so – after all, it was to celebrate the production of the 25 millionth Golf, 33 years after the original model was launched. Not only is the Golf the most successful Volkswagen ever, but an icon that continues to write automotive history all over the world. To mark the occasion, Volkswagen invited all employees past and present, together with their families and friends, to a lavish party in honor of its classic model. An entire region was in party mood, with some 135,000 guests and a variety of events stretching for 4,500 meters. Guests were also treated to a musical journey through 33 years of rock and Golf history, with international stars such as the Weather Girls, Peter Maffay and Chris de Burgh playing their greatest hits as part of a 150-minute program.

25 million Golfs – and a wealth of personal stories connected with them. Sheer, unadulterated emotion. For many guests, this brought back happy memories of their own Golf. The cream of these recollections – many from members of the “Golf Generation” – are reproduced in the book “25,000,000 Golfs”. Fittingly, this collection of precious memories was designed to look like a gold bar. For the record, the 25 millionth Golf was painted in signal red – and, as the big day came to an end, it gleamed in the light of the largest fireworks display ever seen in Wolfsburg.

 

MY FIRST TIME
up and away with the beetle – BY PETER ZOLLING

Summer 1974. A year before the final school exams. An exciting time. A group of friends on their first trip to the South of France and Spain – with a VW Beetle borrowed from generous parents. All the proud owners of brand-new driving licenses, some only passed the second time round. For this contemporary witness (pictured front right), the Beetle was always a reliable four-wheeled friend, right from early childhood. Inextricably linked to unforgettable experiences. And a few hair-raising moments, such as when a horse’s head peered through the open window when crossing the border to Italy, the Germans’ holiday paradise, at the end of the 1950s, temporarily shrouding everything in darkness. Although the exams were looming, we didn’t let that get us down. After all, the Beetle won the trust of generation after generation – as a faithful transporter at home and abroad, and as a sturdy refuge when the tents failed to withstand the summer storms on the Bay of Biscay. With the rear bench removed, the stove, gas cylinders and provisions looked more like stocking up for hard times. But there was no chance of that. For four weeks, the friends traveled through the shimmering heat of Spain, sun and sea on their skin, the sound of the Doors and Barry White in their ears, and sangria and paella on their tongues. And the Beetle got everyone home safely, with its engine still in pristine condition. Purring merrily away, it puts up with all the things that boys get up to when they get behind the wheel of a car for the first time. Or rather, of the car – as we felt back then – a car whose success story is being continued by the Golf and the up! today.

Veteran SPIEGEL contributor Peter Zolling lives in Hamburg, where he works as a journalist and writer. The new and updated edition of his book “German history from 1871 to the present day – how Germany became what it is” was published at the end of last year.