During the 2024 Los Angeles Auto Show, Volkswagen sparked excitement among enthusiasts by discussing the potential return of the iconic Beetle. However, for those eagerly anticipating a 2025 Beetle revival, the current outlook suggests a shift in priorities for the German automaker, at least in the North American market.
Andrew Savvas, Chief Sales & Marketing Officer at Volkswagen North America, addressed the industry at a roundtable, acknowledging the Beetle’s image-boosting potential. “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 highlighted the Beetle’s initial success in North America but pointed out the typical sales decline of such models over time. This suggests that while Volkswagen recognizes the emotional appeal of the Beetle, a straightforward business case for its immediate return is not yet fully established.
This news might disappoint fans hoping for an immediate comeback of the Beetle, which was discontinued in 2019 after its 1997 relaunch. While a dedicated Beetle model might not be Volkswagen’s primary focus for North America right now, the company seems to be considering its legacy in other ways. Enthusiasts will be encouraged to learn that Volkswagen appears to be leaning towards expanding its GTI and R performance sub-brands in the US market.
Savvas hinted at this strategic pivot, “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.” He emphasized leveraging the strength of existing models and iconic variants like the GTI and R Line, suggesting these performance-oriented models are currently deemed more crucial for brand building in North America than a Beetle revival.
Volkswagen’s US fanbase is well aware of the brand’s tendency to reserve its sportier models for Europe. Models like the Passat R36 and Scirocco R have historically been unavailable in the US. While Savvas stopped short of a definitive confirmation, his statements suggest a potential shift towards offering a broader range of GTI and R models to the American market.
Further emphasizing this direction, VW executives at the roundtable event spoke positively about the ID. Buzz, Volkswagen’s new electric van in the US, positioning it as a “halo model” for the brand. They underscored the importance of products that connect with consumers emotionally, referencing the original Beetle and the Type 2 Bus as prime examples.
Thomas Schäfer, Chief Executive Officer of Volkswagen Passenger Cars, elaborated on this point, “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 connected this strategy to Volkswagen’s historical resonance with American culture. “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 noted. He believes models like the ID. Buzz and the GTI tap into this emotional connection and cultural relevance, which Volkswagen aims to cultivate further.
In conclusion, while the dream of a Vw 2025 Beetle revival is not entirely extinguished, Volkswagen’s current focus for the North American market appears to be centered on expanding its GTI and R performance lines and leveraging “halo” models like the ID. Buzz to build brand value and emotional connection. The iconic Beetle might still have a future, perhaps as a limited edition, but for now, Volkswagen’s immediate strategy leans towards its performance heritage and electric innovation to capture the hearts of American drivers.
