Volkswagen Beetle reaches the end of the road

Frankfurt: Volkswagen is halting production of the last version of its Beetle model this week at its plant in Puebla, Mexico.

It's the end of the road for a vehicle that has symbolised many things over a history spanning the eight decades since 1938.

Volkswagen Beetles are displayed during the annual gathering of the “Beetle club” in Yakum, central Israel in 2017.Credit:AP

The car's original design – a rounded silhouette with seating for four or five, nearly vertical windshield and the air-cooled engine in the rear – can be traced back to Austrian engineer Ferdinand Porsche, who was hired to fulfil German dictator Adolf Hitler's project for a "people's car" that would spread auto ownership the way the Ford Model T had in the US.

Adolf Hitler speaks at the opening ceremony of the Volkswagen car factory in Fallersleben, Lower Saxony, Germany in May 26, 1938.Credit:AP

It became a symbol of Germany's postwar economic renaissance and rising middle-class prosperity; an example of globalisation, sold and recognised all over the world; and an emblem of the 1960s counterculture in the United States and elsewhere. Above all, the car remains a landmark in design, as recognisable as the Coca-Cola bottle.

Aspects of the car bore similarities to the Tatra T97, made in Czechoslovakia in 1937, and to sketches by Hungarian engineer Bela Barenyi published in 1934.

Beetles are assembled in lines at the Volkwagen plan in Wolfsburg, West Germany, in 1964.Credit:AP

Mass production of what was called the KdF-Wagen, based on the acronym of the Nazi labour organisation under whose auspices it was to be sold, was cancelled due to World War II. Instead, the massive new plant in what was then countryside east of Hanover turned out military vehicles, using forced labourers from all over Europe under miserable conditions.

Re-launched as a civilian car maker under supervision of the British occupation authorities, the Volkswagen factory was transferred in 1949 to the Germany government and the state of Lower Saxony, which still owns part of the company. By 1955, the one millionth Beetle – officially called the Type 1 – had rolled off the assembly line in what was now the town of Wolfsburg.

The United States became Volkswagen's most important single foreign market, peaking at 563,522 cars in 1968, or 40 per cent of production. Unconventional, sometimes humorous advertising from agency Doyle Dane Bernbach (now DDB Worldwide) urged car buyers to "Think small".

potted sunflowers push out of the bonnet of an old Volkswagen Beetle surrounded by flowers in central Syntagma Square, Athens, in 2013.Credit:AP

Production at Wolfsburg ended in 1978 as newer front drive models like the Golf took over. But the Beetle wasn't dead yet. Production went on in Brazil until 1986, then again between 1993 and 1996 under a government incentive scheme, and Mexico from 1967 until 2003 – longer than the car had been made in Germany. Nicknamed the "vochito", the car made itself at home as a rugged, Mexican-made "carro del pueblo".

A Volkswagen Beetle, known as Fusca in Brazil, drives around Rio de Janeiro painted in the Brazilian colours during the 2002 FIFA World Cup.Credit:AP

The New Beetle – a completely new retro version build on a modified Golf platform – resurrected some of the old Beetle's cute, unconventional aura in 1998 under CEO Ferdinand Piech, Ferdinand Porsche's grandson. In 2012, the Beetle's design was made a bit sleeker.

The end of the era comes at a turning point for Volkswagen as it rebounds from a scandal over cars rigged to cheat on diesel emissions tests. The company is gearing up for mass production of the battery-driven compact ID.3, a car that the company predicts will have an impact like that of the Beetle and the Golf by bringing electric mobility to a mass market.

A New Beetle car is lifted inside a delivery tower after the company’s annual press conference in Wolfsburg, Germany, in 2002.Credit:AP

The last of 5961 Final Edition versions is headed for a museum after ceremonies in Puebla on July 10 to mark the end of production.


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