Volkswagen has hinted at the potential return of its legendary Beetle, sparking excitement among fans globally. During the 2024 Los Angeles Auto Show, discussions at an industry round table revealed that while a 2025 Vw Beetle revival could boost the brand’s image, it’s not currently the automaker’s top priority for the North American market.
Andrew Savvas, Chief Sales & Marketing Officer at Volkswagen North America, acknowledged the iconic model’s appeal but emphasized business realities. “Bringing a version of the insect [the Beetle] out here [the United States] would be quite beneficial from an image perspective, but there also has to be a business perspective,” Savvas stated. He noted the Beetle’s past success, particularly in North America, but also pointed out the typical sales decline of such models over time.
GTIs and Rs Take Precedence Over Beetle Revival
For enthusiasts eagerly anticipating a 2025 VW Beetle, this news might be a tad disappointing. The Beetle, discontinued in 2019 after its 1997 relaunch, remains a beloved model. However, Volkswagen’s current strategy for North America leans towards expanding its GTI and R performance sub-brands. This direction suggests that while the emotional pull of the Beetle is recognized, performance and enthusiast models are taking center stage.
Savvas elaborated on this shift in focus: “Could something like [the Beetle] come back as a limited edition in the future? Maybe, but I’d be pushing my bosses to focus on things like GTI or the R brand to help build our brand, rather than bringing back the insect [the Beetle]. It would not be my priority in the short term. Let’s take the strong and beautiful cars we’ve got, and bringing iconic halo variants like the R Line or the GTI into those things. That’s where our strength is.”
This statement underlines a strategic pivot towards models that resonate with performance and driving enthusiasts. Volkswagen is keenly aware of its history of reserving high-performance models like the Passat R36 and Scirocco R for European markets. While not a direct confirmation, Savvas’s comments hint at a potential expansion of the GTI and R lines within the US market, catering to a demand for sporty and engaging vehicles.
Halo Models and Emotional Connection
The discussion at the round table also highlighted the significance of “halo” products like the Volkswagen ID. Buzz. Executives emphasized the need for models that evoke emotion, reminiscent of the original Beetle and the Type 2 Bus. These vehicles tapped into cultural moments and built lasting connections with consumers.
Thomas Schäfer, Chief Executive Officer of Volkswagen Passenger Cars, reinforced this idea: “We have products like the Buzz, which are absolutely great halo products. We’re constantly debating what opportunities we have going forward to bring more Halo products to North America to build the brand because this is what differentiates us and builds value for our customers.”
Savvas further emphasized Volkswagen’s unique position: “You think of the iconic moments in the American [counterculture and the part that Volkswagen played]. Very few brands can do that, and we have to tap into that,” he said. He believes models like the ID. Buzz and GTI are key to leveraging this heritage, offering “fun to drive” vehicles deeply embedded in American culture.
In conclusion, while the allure of a 2025 VW Beetle remains strong, Volkswagen’s immediate focus in North America appears to be on strengthening its brand through performance-oriented GTI and R models, alongside halo electric vehicles like the ID. Buzz. The Beetle’s return isn’t ruled out for the future, particularly as a limited edition, but for now, enthusiasts should look towards VW’s GTI and R lines to capture the brand’s exciting direction.
