#VWBug

With the last incarnation of the Volkswagen Beetle officially dead and buried, VW is hoping to breathe new life into vintage models by retrofitting them with electric powertrains. While purists will no doubt frame this as the blatant ruination of a historic model, something tells us that plenty of Beetle fans are just quirky enough to dig the idea.

On Thursday, Volkswagen Group Components announced that its partnership with eClassics has birthed the “e-Beetle” (e-Käfer in German). Borrowing components from the company’s European e-Up, the model is supposed to be a proof of concept for the electric conversion of other historic models — with VW noting that an e-Porsche 356 and electrified Microbus are already in the works.

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?

Given the way that Beetles have had all their parts swapped over the decades, I’m always reluctant to try to nail down an exact model year of a street-parked example, particularly when it’s a primered-out survivor owned by a guy who spends a lot of time at junkyards. If we are to go by the taillights and hood latch, this car should be a ’68… or it might be a ’64 with a fender swap… or a ’74 pan with a ’68 body. Anyway, the important thing is that it’s an old air-cooled Volkswagen survivor that gets used as a tow vehicle.