Volkswagen Beetle – an icon re-imagined


It was Iberian Red – as in our featured image – it had a “J” registration (GWW 665J to be precise) – when the letters came at the end of the numbers indicating the year – so it was a 1971 car and it was a 1302s. I call it my first car, and I treasure its memory as though it was, but our Volkswagen Beetle was, in fact, my Mother’s.

We are indebted to VW’s ad agency was Doyle Dane Bernbach, particularly Bill Bernbach and his creative department for an era from the late 1950s to mid-1970’s of iconic, simple, creative and hugely influential advertising.


There was something so sturdy about four wheels square on the floor, a slight pressure on your ears when you closed her doors – due to her airtightness – a heavy weave of plastic seating that became troublesomly sticky in the summer and a sturdy slightly domed gear lever that – once mastered – sung through the changes.

If you can drive a VW Beetle, I have been told, then virtually any car could be mastered in minutes. There was something reassuring for the young driver when your instructor told you to listen for the change in the sound of the engine to indicate when a gear change was necessary; this the VW Beetle delivered, massively. The sound of the engine – which for those who don’t know was situated in the rear – with its curious ticking, was phenomenally helpful in providing a very clear signal as to when each gear change was required.

The iconic VW Beetle was made and marketed by Volkeswagen from a faltering start in 1938 until 2003 selling over 21.5m vehicles. Dr. Ferdinand Porsche was commissioned in 1934 by the leader of Nazi Germany to design and build a sturdy, cheap and simple car. The design brief was very specific as it needed to carry two adults and three children at 100km per hour consuming no more than 7 liters of fuel.


Dr Porsche’s team, based in Stuttgart delivered a series of prototypes over several years which culminated in 1938 in a car with an air-cooled – primarily because of the lack of reliable anti-freeze.


Given the intervening war year mass production started – initially under the control of the Americans and then the British – and in late 1945 the Beetle was launched with the name “Volkswagen” – literally “People’s Car”. In 1945 over 1700 vehicles were produced, primarily for the British Army use. Production increased dramatically in line with European distribution arrangements and over one million vehicles were built between 1945 and 1955. Originally available as a modest 25 hp technical developments allowed a 40 hp to be developed which lasted until 1966 as the classic Beetle engine.

By 1973 over 16m Beetles had been produced in a variety of configurations including the stylish Cabriolet and Karmann Ghia Volkswagen Karmann Ghia versions.


The early 1970’s, in the face of strong competition from Japan and the US, sales started to fall. In 1974, following the receipt of German government support, the ailing VW launched the front-wheel drive Golf model effectively superseding the Beetle.

VW had entered into a variety of overseas manufacturing agreements in countries including Australia, South Africa, Brazil and Mexico. The last Beetle was produced in Puebla (Mexico) in July 2003 and the final 3000 Beetles were sold as 2004 models and badged the “Última Edition” with contemporary colours and white-wall tyres.


In 1994, VW premiered at the North American International Auto Show – a retro concept being a re-imagining of the Beetle – designed by J Mays and Freeman Thomas from VW’s Californian design studio – it was, initially, based on a Polo chassis. In 1998, in response to a strong reaction from the buying public, VW launched the “New Beetle”, built on the then contemporary Golf platform, which itself was succeeded in 2011 by an even more contemporary re-imagining of the original Beetle.


By 2012 the A5 – fifth generation Beetle was launched. Designed by Walter de Silver and Marc Lichte. A convertible version was launched in November 2012 for the 2013 model at the Los Angeles Auto Show.


There continues to be speculation in the motoring press that VW may be looking to cease production of the Beetle but we will have to see. It would be a heavy hearted day when and if that happens – but it wouldn’t be the first time!

I suspect the time may be right to start looking for a classic VW to rebuild and enjoy – my starting place is, of course, a Haynes Manual. Why not join me – click the following AMAZON link


VW Beetle and Karmann Ghia (1954-79) Automotive Repair Manual (Haynes Automotive Repair Manuals)

A book I’d highly recommend for all things classic VW is as follows:


The Complete Book of Classic Volkswagens: Beetles, Microbuses, Things, Karmann Ghias, and More (Complete Book Series)

Something to admire on your shelf whilst your rebuild takes shape? This diecast and very details 1973 1/24 scale model is perfect – click the link:


1:24th Special Edition – Volkswagon Beetle 1973


If you liked this post please “Like” and share it with your friends. We’d really like to hear your experiences of the subject(s) featured in this post. Please share them below in the “Leave a Reply” section. Thanks

Image credits – Volkswagen AG and Doyle Dane and Bernbach


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I am an English trained and experienced lawyer. I have lived with my wife and family for nearly twenty years in the “California of Europe” - at the tip of Southern Europe. I am a proud European and driven to evangelize about the quality of life to be enjoyed here.

4 thoughts on “Volkswagen Beetle – an icon re-imagined”

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