Germany's car manufacturer and long-time economic powerhouse Volkswagen has shaped the lives and memories of generations of Germans. It's current crisis gives pause to reflect on its importance in Germany's history.
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Is Volkswagen (VW) truly just a normal German automobile manufacturer? And are VWs really just ordinary cars? Generations of German would agree, the answer is a resounding "no."
For generations, the brand Volkswagen has been a part of Germans' collective DNA. From Beetles and buses to Caddys and Passats, most people born in Germany before the 1990s still associate a lot of memories and emotions with VW cars.
Oma's VW Golf
It seems like practically everybody has driven a VW before, no matter if they were hippies or grandmothers, speedsters or traffic police, firefighters or families.
How lovely it was to take your Beetle across the Alps, before they built the Gotthard motorway tunnel! Or to pile into your VW Bus with your friends and drive off for a vacation on Corsica! How easy it was to spontaneously move a small home with your Caddy that could easily pack in a bed, table or even a wardrobe.
Made in Germany
This nostalgic glimpse into our collective German past will likely remain unchanged, especially given the current crisis. It's a part of Germany's collective memory.
The success story of VW's most popular cars was not only the success story of the Volkswagen Group as a whole — it also highlighted Germany's economic resurgence after World War II. It became emblematic for Germany's post-war reconstruction.
"Volkswagen is more than just a car brand. It is the underlying feeling of German security," Jan Grossarth wrote for the German daily newspaper Die Welt. "VW stands for innate trust in Germany's business model."
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Volkwagen: the 'people's car'
VW's success story began with the Beetle, which Nazi dictator Adolf Hitler personally commissioned in 1935. It wasn't until the end of World War II that the car branded for "Kraft durch Freude" (strength through joy) was officially renamed as Volkswagen — literally, the people's car. It quickly became a bestseller, and despite its Nazi origins swiftly rose to enjoy global cult status.
The first postwar model rolled off the assembly line in December 1945. Ten years later, VW had already sold over a million Beetles. But at the time, they weren't commonly referred to as such. The term didn't establish itself colloquially until the 1960s, when Volkswagen started offering other car models.
Regardless of whether users called it Käfer, Beetle, or Fusca, the venerable vehicle with an air-cooled boxer engine in the rear and a rounded trunk hood in the front took the global market by storm, especially in the US, Brazil, Mexico and China.
Worldwide, nearly 22 million Beetles were produced and sold. The last one rolled out of the factory on July 30, 2003, in Mexico.
In the late 1990s, Volkswagen tried to reproduce the original Beetle's success when it issued the New Beetle. In 2010, this was replaced by another follow-up model before the line was soon thereafter discontinued due to flagging sales.
VW Beetle through the years
The insect-inspired car is one of Volkswagen's most recognizable cars. Born in the Nazi era, the Beetle's legacy was formed over decades and shaped by the silver screen and even politicians.
Image: Getty Images/AFP/J.-F. Monier
VW to end production of the Beetle
The last of Volkswagen's iconic Beetle compact cars rolled off assembly lines in July 2019. While there were two special models manufactured before production ceases, it's the original "Bug" that still generates the most emotion among its fans. DW looks at how views of the "people's car" have changed over the decades.
Image: Getty Images/AFP/J.-F. Monier
Hitler wants a 'People Car'
In the 1930s, Nazi ruler Adolf Hitler tapped Ferdinand Porsche (L) to design a "Volkswagen," or "people's car" — an affordable, mass-market vehicle that could carry a family and luggage. He came up with a two-door, rear-engine vehicle that could cruise at top speeds of 100 km/h (62 m/hr). Initial production of the car remained small.
Image: Getty Images/Hoffmann
The Beetle booms
Sales of the car, officially named the Type 1, picked up after the British, one of Germany's post-WWII occupying powers, relaunched Volkswagen factory production. In 1955, the millionth car rolled off the assembly line. It was only then that the rounded car earned its nickname "the Beetle." The moniker was then carried over into numerous languages as sales of the car spread around the globe.
Image: Milad Allahyari
From film to driveways
It took a while for the Beetle to become popular in the US, however, in part due to the car's Nazi roots. But a 1960s marketing rebrand and the car's starring role in the 1968 movie "The Love Bug" as Herbie (above), a Beetle with a mind of its own, sealed its place in the hearts of Americans — and in their garages.
Image: Getty Images/M. Simmons
The Beetle is back
Beetle sales in the US plummeted in the 1970s and production there ceased in 1979. By that time, the car was being produced around the world, including in Mexico and Latin America. In the 1990s, VW decided to give the car another go in the US. They revamped the design and released the New Beetle (above) in 1998, complete with a built-in flower vase.
Image: picture-alliance/dpa/Volkswagen
Saying 'adios' to the original
As the New Beetle took off in the US, global production of the original Type 1 Beetle came to an end. By July 30, 2003, when the last of its kind came off the production belt in Puebla, Mexico, over 21,500,000 had been produced. The final car (above) received a ceremonial sendoff complete with mariachi band. Dubbed "El Rey" ("the king"), the car was sent to VW headquarters in Wolfsburg, Germany.
Image: picture-alliance/dpa
Political statement
Despite no longer being made, the original Beetle remained popular and recognizable, often linked to 1960s nostalgia. However, it also made a political statement. While holding the post of Uruguay's president from 2010-2015, Jose Mujica continued to use his 1987 Beetle to get around (above). The old car, part of his personal abstention from luxury, cemented his reputation as a humble politician.
Image: picture-alliance/dpa/I. Franco
A place in drivers' hearts
The VW entered its third generation in 2012, with the production of a new model in the US. But just six years later VW said it would cease making the car in 2019, instead focusing on electric and family vehicles. VW's CEO left the door open to revive the much beloved Beetle in the future. Until then, however, the iconic car will continue to hold a place in the hearts of old and young alike.
Image: Nele Martensen
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In recent years, China has been sporting a four-door electric vehicle that looks like a close copy of the VW Beetle. While most in Germany would say the so-called Ora Ballet Cat by Chinese automobile manufacturer Great Wall Motor (GWM) is a clear case of plagiarism, China calls it an homage to the original Beetle.
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The VW Bus: Germany's pack mule
But the VW Beetle wasn't the only car whose sales would "run and run and run,” as a famous 1968 commercial said of the car.
As car tester Christoph Bauer put it, "the most sympathetic face of automotive history," is the VW Bus: "pack mule, rolling home, fire truck, taxi, ambulance, lifestyle van — there's nothing it can't do."
Technically, the small transporter T1 was based on the Beetle. It was originally designed for tradespersons who needed to be able to bring along their tools and materials. Between 1950 and 1967, 1.8 million models were sold in Germany alone.
"What made the T1 so successful was its sense of freedom. You could just get into your car and drive wherever you wanted," Bauer said.
The same essentially goes for all six following models, up to the most recent T7 Multivan. To this day, holiday getaways with a VW camper van — affectionally referred to as "Bullis" in Germany — stir up fond memories for most.
The VW Bus: Not just a van, but a way of life
We were in love and didn't want to believe that production of the VW Camper would be stopped in 2013. Whether as a mobile protest statement, vacation vehicle or house on wheels, the "Bus" still has a cult following.
Image: picture-alliance/ZUMAPRESS/UT San Diego/K. C. Alfred
The first generation - starting in 1950
Those in the know can easily spot the first generation VW Bus by its split windshield. Though it's hard to believe, originally around 80 percent of its parts came from the Beetle production line. Even the motor (a whopping 24.5 horsepower!) was borrowed from the famous "people's car."
Image: picture-alliance/dpa/P. Kneffel
What amazing details!
This well-maintained microbus has skylights, a folding sunroof and a row of pivoting side windows. Riders have to be very attentive if they want to appreciate all the details in this rolling design museum; and buyers must have the proper pocket change to be able to drive it off into the sunset.
Image: Imago/ZUMA/J. Gritchen
Conquering the world
VW's "expedition camper" is legendary: books and movies have been made about it. Whether travelling from the top of South America to Tierra del Fuego, along the Silk Road in Asia or Marrakech-Cape Town-Cairo: those who loved their camper showed it the world. And the van had almost everything adventurers needed - except a shower and toilet.
Image: SWR
Toys for adults
The memory of the VW Bus can even make people who never had one and never even rode in one sentimental. It is simply a symbol of the times - even a rebellious time. Not surprisingly today it is usually parents and grandparents who display these miniature rust buckets on their shelves or desks.
Image: AP
Bringing men together
Here another first generation Camper in Miami in 1967, the last year of its production. Not only hippies and adventurers considered the VW Bus a part of their way of life. A younger generation looking for more freedom also soon discovered the four-meter-long vehicle for itself.
Image: Imago/ZUMA Press/C. Juste
Up for almost anything
The police had them in their vehicle fleet, so did the Red Cross, craftsmen and fire departments. There is hardly any other type of vehicle which owners modified to meet their needs as much as the VW Bus. Of the few remaining original models today, hardly any are in untouched factory condition.
Image: Imago/eventfoto54
The first mobile home, so to speak
Wolf Dieter Hildisch from the Camping Oldie Club takes good care of his green and white pride - a vintage VW Bus - which he presented at the 2002 International Caravan Fair in Düsseldorf. Such well-preserved examples are becoming ever rarer, this one includes its original space heater.
Image: AP
The Camper's demise
New road laws marked the end of the road for the VW Bus in 2013. Without the required ABS brakes or airbags which could not be fitted into the van, its fate was sealed. The vehicle enjoyed great popularity in Brazil - the last place it was manufactured - mostly because almost everything could be repaired through relatively simple means. But it became a victim of its technical backwardness.
Image: picture-alliance/dpa
Is it art - or can I drive it?
What was the artist thinking? In 1969, Joseph Beuys presented his creation "The Pack" - a VW bus with 24 sleds each carrying wax/grease, cotton ribbon, felt, binding belts and a flashlight. It's a rather unknown chapter from the history of the van that has achieved cult status the world over.
Image: Kunstsammlung NRW
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The VW Golf: 'harmony you can feel'
The next step in the long streak of success for VW — and for German manufacturing — came in 1974, when the company released the first Golf model Mk1. By now in its eighth edition, the Golf is one of the world's best-selling car models, with over 35 million units sold so far.
In Germany, the car was so successful that entire generations grew up with it. German author Florian Illies gave them a name with his 2000 book titled "Generation Golf" — basically, Germany's Generation X.
In a video, Golf designer Giogetto Giugiaro explained the secret to this car's success: "The sloping front hood, the drawn-down rear and the low waistline are the notes I used to compose this song," he says. "Together, they create a harmony that one cannot grasp with your head or your heart. You just feel it."
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Image: picture-alliance/dpa/I. Wagner
The people's car
Did you know that Volkswagen - or the 'people's car' - was Adolf Hitler's brainchild, and that it was developed by Porsche founder Ferdinand Porsche? In 1938, Hitler even had built an entire city just to house the factory and its workers. First known as "City of the [Kraft durch Freude] Car at Fallersleben," it was renamed Wolfsburg on May 25, 1945. To this day, the city remains home to VW.
Image: DW/J. Dumalaon
The world's #1 love-bug
From Hitler's wet dream on wheels to the world's favorite love-bug: The original Beetle - known in Germany as 'Der Käfer' - ruled the list of the world's best-selling car for much of the 20th century. By the time production was discontinued in 2003, more than 21.5 million Beetles had been sold worldwide.
Image: DW/E. Schuhmann
Volkswagen's many faces
The company has come a long way since the 1930s. The Volkswagen Group's garage currently fits 12 brands under its roof. Audi, Bentley, Lamborghini, Porsche and Skoda are among its best-selling subsidiaries, accounting for 37 percent of 2014 sales.
Image: Audi AG
Market domination
Today, Volkswagen really has become the "People's Car": The Group accounts for more than every third car - 36 percent, to be exact - sold in Germany.
Image: picture-alliance/dpa
1 out of 10 cars worldwide
Globally, more than 1 out of every 10 cars sold in 2014 was a Volkswagen Group brand. The company sold more than 10.2 million vehicles in that year. 7 out of 10 were sold outside Germany.
Image: picture-alliance/dpa/Z. Junxiang
US market an uphill battle
The coveted US market has proven to be a real thorn in the eye for the German carmaker. Just 6 percent of its cars - or some 600,000 - were sold abroad. Despite huge investments, its market share there has been stuck at about 2 percent, trailing far behind competitors like GM, Ford and Toyota.
Image: picture-alliance/dpa
Pole position at stake?
In July, 2015 Volkswagen overtook Toyota as the world's top-selling carmaker. It's also the world's biggest automotive company by revenue. In 2014, it reported sales of 202.5 billion euros. Profit after tax came in at 11.1 billion euros. But after the emissions scandal, analysts warn VW's pole position could be at risk.
Image: picture-alliance/dpa
Global employer
As of December 31, 2014, the Group employed nearly 600,000 workers, making it one of the biggest employers worldwide. More than a third - some 270,000 - worked at one of its German locations.
Image: picture alliance/dpa
Germany's biggest industry
The auto industry is the largest sector in the Germany economy, fuelled by the so-called 'Big Three' - Daimler, BMW and VW. Combined, the industry employs nearly 800,000 people - or almost 2 percent of the German workforce.
Image: picture-alliance/dpa/B. Weißbrod
German cars drive exports
The German car industry's total revenue nearly topped 370 billion euros in 2014. It made up about one-fifth of the country's exports, and contributed around 3 percent to German GDP.
Image: picture-alliance/dpa/I. Wagner
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The Golf was another big hit on the global market: In Brazil, South Africa, China and the US, the Golf model was manufactured and adapted to country-specific needs. Jan Linnenkamp, head of the Original Golf 1 interest group said the Golf is a "classless car."
"The chief physician drives his Golf to the clinic, the letter carrier uses it to deliver the mail, and a secretary in the industrial sector drives a Golf to work," he explained.
And now, has Volkswagen, of all brands, so intricately interwoven with Germany's post-World War II "economic miracle" really fallen upon hard times? Has the company fallen victim to its success? And will Germany stand by the car manufacturer? After all, the state of Lowery Saxony has a 20% voting stake.
It remains to be seen if and how the company might make it out of this current crisis. But whatever happens, it's clear that VW's future will not only be a matter of nostalgia, but also a political issue charged with emotions.