In a journey that started 75 years ago with the arrival of two Volkswagen Type 1 vehicles on the shores of New York, the iconic automaker is commemorating its significant milestone in the United States. Known today as the Beetle, these humble beginnings paved the way for its integration into the cultural tapestry of America. To mark this occasion, the brand has announced a year-long campaign, inviting Americans to be a part of its electric future.
Volkswagen of America, Inc. is an operating unit of Volkswagen Group of America, headquartered in Reston, Virginia. The brand offers a diverse range of vehicles through over 600 independent US dealers, with a state-of-the-art assembly facility in Chattanooga, Tennessee.
Rachael Zaluzec, Senior Vice President of Customer Experience & Brand Marketing, Volkswagen of America, expressed the brand's growth from two Beetles into a cultural icon. The year-long campaign aims to celebrate real people and moments that have shaped Volkswagen's journey in America. It also serves as an invitation for enthusiasts to join the brand's electric evolution.
From Beetles Tto Buzz
In 1949, Dutch businessman Ben Pon introduced the Beetle to America, setting the stage for Volkswagen's relationship with the country. From the 'Think Small' ad in 1959 to the diverse lineup of models like the Rabbit, Jetta, GTI, Tiguan, and Atlas, the carmaker has maintained its legacy as ‘the people's car.’ The Beetle and Bus became cultural icons in the '60s, followed by the Golf (Rabbit), Scirocco, and the introduction of the Rabbit GTI in the '70s.
The '80s and '90s saw Volkswagen's evolution with models like the Jetta and Passat, while the '90s embraced retro culture with the launch of the New Beetle in 1998. The OEM established its US plant in Westmoreland, Pennsylvania, in 1978, marking the beginning of localised production.
Driving Into The Future
In 2008, Volkswagen broke ground on its Chattanooga assembly plant, signalling a shift to localised production and significant investments in the American market. The Chattanooga plant now produces SUVs like the Atlas and Atlas Cross Sport. In July 2022, the plant started assembling the all-electric ID.4 compact SUV, Volkswagen's first US-made electric vehicle.
Looking forward, vehicle manufacturer unveiled its growing electric portfolio, including the ID.7 and the three-row ID. Buzz in 2023. The ID. Buzz, paying homage to the iconic Microbus, combines retro design with advanced EV technology. The ID.7, slated for the second half of 2024, marks Volkswagen's entry into the premium midsize sedan segment, boasting improved aerodynamics and a highly efficient drivetrain.
As the company embraces its 75-year legacy, the celebrations culminate with a Super Bowl LVIII appearance, marking a reinvigorated commitment to its American audience and an exciting journey into the future of electric mobility.
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