Interact in real time with this model Volkswagen Beetle.
Courtesy of the Charles Brown Collection |
When it first appeared in late 1930s Nazi Germany, the Volkswagen was meant to be the efficient "people's car." In fact, translated literally from German, Volkswagen means "people's car". Still very popular today, the success of the Beetle (or Bug) is usually attributed to its simple, consistent advertising aesthetic and its unwavering position as the utilitarian car of the people.
1960s VW ads were always the same in layout, but never monotonous. Consisting of a large graphic, usually of the product that was underscored by a line of bold, simple typeface, the ads exemplify slick, thoroughly practical modernity. They rely on wit and visual puns rather than the "Keeping up with the Joneses" approach which was typical of American 50s and 60s car ads.
All this ingenuity made VW one of the best selling compact cars in America in the since its introduction in the 50s. By the early 60s, the Bug had American car manufacturers worried. In response, a variety of compact cars that were accompanied by youth-oriented advertising hit showrooms across America. The most infamous of this new wave of American cars was Chevrolet's Corvair. However, Corvair's brief success and rapid decline failed to even dent Volkswagen's impact as the most practical, no-frills compact car.
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