Once upon a time, Volkswagen’s iconic Beetle sold primarily on its low sticker price, durability reputation and ease of maintenance. VW’s new Bug, however, sells on retro style and a healthy dollop of nostalgia.
The Bug before us today is the second generation “New Beetle” first resurrected in Europe as a 1998 model based on VW’s Golf and A3 platform. It was then redesigned for 2012, sharing its bones with the MK5 Golf and Jetta.
Redesigning retro is always tricky. This explains why the original Bug barely changed over the years and why the other retro-flashbacks like the PT Cruiser and Chevy HHR turned into one-hit wonders. If you don’t change enough, shoppers won’t see a reason to trade Herbie in for a new time capsule. Change it too much and you’re left with a caricature. Either way you slice it, retro comes at a cost.
Redesigning retro is a herculean task. You need to change the vehicle enough to be worth the effort, meanwhile maintaining an iconic retro theme. If you don’t change enough, shoppers won’t see a reason to trade in their old flashback for the new time capsule. Change it too much and you’re left with a caricature. The task is so daunting that few even attempt it. (Just look at the one-hit-wonders: PT Cruiser, HHR, SSR and Thunderbird.) VW on the other hand is different. After all they continued to build and sell the same Beetle with minor tweaks for 65 years straight. If anyone can tweak retro and convince people they need it, it’s VW. Sure enough, 2012 was the best Beetle sales year since 1973. As a chaser to VW’s revived retro-mojo, the Beetle is now offered sans-top and VW tossed us the keys to a brown-on-brown model for a week so we could get our 70s on. Can you dig it?