Two Days in Berlin: A VW insider finds his possess Beetle story in Berlin

Posted on 18. Jul, 2011 by in Volkswagen Canada

This should come as no surprise, nonetheless when we work for Volkswagen, we finish adult spending a lot of time with cars. Every once in a while, though, a VW worker gets to spend some peculiarity time with a car—a lustful impulse that lives perpetually in their memory. Volkswagen Digital Marketing Manager Brian Chee got to do usually that recently, and he was kind adequate to write about his experience. Here’s a story in Brian’s possess words:

Just about everybody has a Beetle story. And now, finally, we do, too. But first, a small context: operative for Volkswagen provides for utterly a lot of communication with a iconic car. We speak Beetle. We live, breathe eat and dream about a Beetle, usually as we do a Touareg, Jetta, Passat, Golf and Tiguan; all of a vehicles are a good source of honour and a reason for a pushing dedication.

But let’s be real: a Beetle is different. When Volkswagen initial came to a US, a Beetle was a automobile people purchased. The promotion was classic, a figure observable and a place as a informative idol assured. The Beetle, as a result, became a automotive homogeneous of glamour in a cold world, morality during a time of complication. It became, ultimately, a sign of what it feels like to simply drive–and to suffer a heck out of doing it. Such a elementary task, that, nonetheless it is a source of so many compensation for so many around a world.

Despite my soak into Volkswagen, we had no story to tell when someone asked me if we had a lustful memory of a Beetle. Sure, we knew a lady named Stacey who gathering around in a beat-up yellow Super Beetle. Plenty of good memories there. But no story.

I ostensible a assignment to go to Berlin, Germany and cover a Beetle International Press Drive in partial so that we could find that story. we had dual days to talk journalists, fire some video, take as many photos as we could and news behind on a philharmonic of a Beetle press drive. Consider this: over a camber of 3 weeks, Volkswagen will have welcomed some-more than 1,000 reporters from around a universe to a magnificent, specifically assembled Beetle Center in a heart of Berlin. One thousand of a many reputable automotive writers from publications and sites such as Kelley Blue Book, Edmunds, Autoweek, The Wall Street Journal, and VWVortex.com in Berlin to expostulate a 2012 Beetle and form opinions about either or not it achieves a clearly settled goal: to remind all who take a spin in it that pushing is ostensible to be fun, and, by golly, life is ostensible to embody those elementary moments when something like a automobile creates we grin. It’s like a crony once said: “When we see a Beetle entrance down a road, it looks like it’s grinning during you. You can’t assistance nonetheless laugh back.”

Day One: We arrived in Berlin to pleasing continue and a biggest and brightest billboard we’d ever seen: a white automobile on a white credentials with a singular phrase: Hier sieht nichts mehr aus wie früher [Which roughly translates to “Nothing here looks like anything before“]. It was so large that it lonesome a good apportionment of an whole building. The ad dominated Potsdamer Platz–no easy feat–to a border that people stared and pointed, took photos and generally gawked. There was no doubt that a Beetle and Volkswagen had taken over a city for 3 weeks; in further to a large billboard, a colleagues in Germany had conveniently placed several classical Beetles on a median of a Boulevard of Stars. The dual large displays probably positive that if we entered a vicinity, you’d learn that a Beetle was new.

Walkabouts could take a tighten demeanour during Herbie, or a super cold 2000 blue New Beetle RS, a 1973 Super Beetle, a classical Beetle and of course, dual 2012 models–one red and one white with Turbo. we stood out on that pavilion for awhile, holding cinema and shower adult a experience. There was a boy, maybe 8 years old, who came using adult and grabbed his mom by a hand, tugging and boring her to a display. She hesitated, rolled her eyes afterwards simply smiled and went along. Later, we watched as an aged male walked adult to a classical Beetle. He incited to his mother and smiled, as if to share in a fun of saying an aged friend.

Day Two: Want to know who to call when we have to put on an event? Call Volkswagen. Not usually did we erect an whole media and party building in a matter of weeks–on a margin in Berlin–but also, prepared for Day 2, sat a 1951 Type 1 Volkswagen, a 2003 Final Edition Beetle and about dual dozen ideally glossy 2012 Beetles in black, gray, red and white. These cars were not to be tussled with; for any ham-handed publisher or corporate chairman pawing on a cars, there was a man with a towel and a bottle of cleaner polishing and polishing and polishing to make certain all cars remained in primitive condition via a day. Of course, once a reporters were expelled from PowerPoint bondage, a cars were gone, many not to lapse until a finish of a day.

I took cinema early and often, interviewed reporters and looked for my story. It finally came in a guise of a 2003 Final Edition Beetle. “La Ultima Edicion” was a final classical Beetle–just 3,000 built with all a bells and whistles and usually in blue and beige. None were ever sole in a US. With a reporters gone, we grabbed a keys and motored by a streets of Berlin. It was startling how straight a windshield was and how that altered a pushing perspective. It was good to expostulate a automobile with an tangible primer transmission. It felt good, unequivocally good, and a longer we drove, a some-more we felt we could get used to pushing a automobile like that aged Beetle: a straight window, a observable chug-a-chug-chug-chug sound of a engine, a feeling of a tough and spare steering circle and a gloomy nonetheless abounding smell of fuel. we got a feeling that we was right there, on a highway and in a heart of a action. It done me blissful that we had a new chronicle of such an aged classic, one that brings that prodigy of opening to a pushing experience.

And that was it. Sure, it’s not Leno’s 1938 impulse in a Wolfsburg sun. But afterwards again, I’m no Jay Leno. This Beetle story was mine–all mine–on a streets of Berlin, in a final classical Beetle ever built, chugging down Unter basement Linden with a large aged grin on my face.

– Brian Chee

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