Is there any hope of the Beatles revival in the electric age? Volkswagen CEO: Pursuing nostalgia "will be a dead end"
Volkswagen CEO Thomas Schäfer, who has ruled out a revival of the Beetle in the electric age, said that while certain brand-name models will continue to play an important role in the brand's future lineup, it is important to look forward rather than backward.
The future of Volkswagen's oldest brand has been a hot topic in recent months, as Schäfer has previously said that the Golf and GTI brands are likely to continue with an all-electric lineup.
At the pre-production test drive for the upcoming third-generation Volkswagen Tiguan, Schäfer stressed the importance of certain current model names: "We have decided that we will not abandon traditional, successful model brands such as Golf and Tiguan, we have been investing for so long, why are you rolling them off the assembly line?" ”
When asked what brand qualifies as an important symbol of the electric vehicle renaissance, Schäfer says it will depend mainly on the global significance of the model: "Obviously, there have been many brands in our history, but I would say that only a few are truly iconic and global. ”
Asked if the Volkswagen Beetle – one of the company's (and indeed the world's) longest-serving brands – could make a comeback based on this exacting standard, he flatly said: "I don't think so, because some models are no longer in the limelight." There is no point in bringing it back. ”
"I wouldn't say 100% sure, but from where I stand right now I wouldn't think about it, it's the same as Shangku. It had its heyday, and then there was a new model based on a reinterpretation. Do it again? I don't think so. Balancing all these technologies with the costs associated with them, you have to invest your money in the best possible place. ”
Schäfer's comments come as Volkswagen unveiled a computer-generated electric Beetle concept car designed for the superhero Ladybug featured in the upcoming children's animated film Miracle.
The Volkswagen Beetle was earlier thought to be revived as a four-door electric hatchback as part of former CEO Diess plan to introduce more "sentimental" models into the Volkswagen lineup, like the ID Buzz.
According to Schäfer, the Volkswagen ID Buzz pays homage to the company's heritage — more precisely, it's inspired by the legendary Type 2 van of the '50s — but doesn't mean continuing down a similar "renaissance" path, saying that pursuing nostalgia "would be a dead end."
"Brands always have to reinvent themselves and launch new products, like the era of the Beatles is over and golf is there," he said. You have to bring new models, but at the same time optimize existing ones. ”
"We're proud of our heritage and there's nothing wrong with that. When you look back, it's something to be proud of. But that's not our only definition. ”
He said that while some of the brand's recent nametags are poised for a comeback, a name can only return if the new model adheres strictly to its namesake ethos: "If you're called the Golf, the Passat or the Tiguan, it has to have the genes of that car — if it's not the same substance, you can't call it." ”
"There are current examples in the automotive industry where someone takes a classic name and puts it on a body that is not at all it... But I don't mention names. ”
Reviewer: Lemon