Volkswagen Says Goodbye To An Icon
4 January 2020 - Carbuzz
It’s the end of the road for VW’s best-selling model.
2019 was an important year for Volkswagen. The German automaker introduced the ID.3 as its first-ever fully electric car, marking the start of a new era for Volkswagen. Also illustrating the automaker's electrified future is a new corporate logo. In addition, the all-new 2020 Volkswagen Golf made its debut. But while the Golf was renewed for another generation, VW announced back in the summer that the beloved Beetle is being discontinued.
To pay tribute to the iconic hatchback, VW has released an emotional animated short film titled 'The Last Mile' that will debut during 'Dick Clark's New Year's Rockin' Eve with Ryan Seacrest 2020' on ABC.
The animated film tells the story of a boy whose major life events are shaped and influenced by the Volkswagen Beetle from childhood to elderly age. Past advertising campaigns and pop culture references, including cameos from Kevin Bacon's character in Footloose and artist Andy Warhol, also feature. Accompanying the animation is a rendition of "Let it Be" performed by the Pro Musica Youth Chorus. The film ends with a preview of the ID.3 hinting at Volkswagen's electrified future.
"The Beetle is easily one of the most recognizable cars in the history of automobiles," said Saad Chehab, senior vice president, VW brand marketing. "Honoring it properly required a medium with just as much versatility and universal appeal as the car itself."
While we chose the classic Beetle as the star of the animation, additional campaign components in Times Square honor the latter two generations of cars and their place and presence in American culture. We are proud of our past but our eye is on the future – hence our choice of New Year's Eve to hint at our upcoming long-range EV and the 2020 Atlas Cross Sport."
VW will continue its celebrations in New York City's Times Square with a selection of films, messages, and hints at its future brand design, including a more modern Volkswagen logo, which will be displayed on multiple billboards and digital spaces during the countdown to the new year. There were hopes the Beetle could be revived as an electric car, but VW has dismissed these rumors.