U Is For USA
VW CAMPER & BUS|Spring 2019

America offered a huge market opportunity for Volkswagen. And it was one that the company enthusiastically seized. But success certainly didn’t come that easily at first

Richard Gunn / Hans Klapp
U Is For USA

Whatever the merits of air-cooled VWs and their strong sales across the globe, one country was absolutely vital to the coffers of Wolfsburg. And that was the USA. Cracking the enormous and lucrative American market was the real secret to VW’s success. And the company did it more effectively than any of its European rivals - shifting millions of vehicles over the Atlantic from the 1950s onwards. The United States embraced Beetles and Buses, plus other air-cooled models, as if they’d been born there. States like California practically did make them their own - with the SoCal, modifying and dune buggy movements and by basically just enjoying the more laid-back lifestyle that often accompanied VW ownership.

The Stateside triumphs were remarkable. But they weren’t simple, or even expected. Wolfsburg struggled at first, trying to appeal in a country that, not so many years previously, it had been involved in a war against. And even when VW had established itself, it still encountered fierce opposition - from American car firms, the US government and safety campaigner Ralph Nader. It certainly wasn’t plain sailing.

Until 1954, VWs were virtually unknown in the USA. A few came over courtesy of soldiers returning from Germany, almost as souvenirs rather than serious transport. It was in early 1949 that VW had its first stab at trying to make its presence felt in the New World. Company boss Heinrich Nordhoff sent Dutch dealer Ben Pon over the Big Pond with a Beetle to drum up interest in the car. Pon had been the first person to export VWs from Germany, taking five cars direct from the factory to the Netherlands in 1947 to sell. Incidentally, it was during this Wolfsburg trip that Pon also saw a jerry-built, very basic ‘Plattenwagen’ parts runaround that gave him the idea for what, a couple of years later, became the Type 2 Transporter. It was obviously a very productive visit.

Denne historien er fra Spring 2019-utgaven av VW CAMPER & BUS.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

Denne historien er fra Spring 2019-utgaven av VW CAMPER & BUS.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

FLERE HISTORIER FRA VW CAMPER & BUSSe alt
T5 Buyers Guide
VW CAMPER & BUS

T5 Buyers Guide

If you want a large, practical VW you can stamp your mark on and drive daily, perhaps it’s time you look at buying a T5? Here’s what you need to check

time-read
8 mins  |
December 2019
Germany Calling
VW CAMPER & BUS

Germany Calling

Cycling and sight-seeing whilst taking in plenty of history along the way.

time-read
9 mins  |
December 2019
Village Bus
VW CAMPER & BUS

Village Bus

A RHD Barndoor Deluxe Bus is an incredibly rare and very desirable vehicle and Carl Elliott’s superb ’54 is perhaps the best example anywhere in the world!

time-read
5 mins  |
December 2019
Oranges Are Not The Only Fruit
VW CAMPER & BUS

Oranges Are Not The Only Fruit

As the saying goes, it’s only original once. Fortunately, this retired fruit pickers Bus had been left to ripen in a farmer’s barn

time-read
6 mins  |
December 2019
Family 'Wagen
VW CAMPER & BUS

Family 'Wagen

What do you do when you have a kick-ass Ghia but a large family? Simple. You build a kick-ass Bay Window Microbus as well

time-read
5 mins  |
December 2019
Status Cymbal
VW CAMPER & BUS

Status Cymbal

When drummer Nick Robin’s AA card was taking too much of a beating it was time to visit VW Downunder

time-read
6 mins  |
Spring 2018
I Is For Industrial
VW CAMPER & BUS

I Is For Industrial

While the best place for an air-cooled VW engine will always be in the back of a VW, the industrial variants have ended up in many unexpected places as well. Including a very big gun…

time-read
7 mins  |
Spring 2018
Still Doin' It
VW CAMPER & BUS

Still Doin' It

After a hard working life, three engines and two restorations, you’d think this Pick-up had earned its retirement. Not quite

time-read
4 mins  |
Spring 2018
The Freddy Files
VW CAMPER & BUS

The Freddy Files

Paul Knight whisks us along a fun-filled, 36-hour road trip to the Freddy Files show in Ninove, Belgium

time-read
5 mins  |
Spring 2018
Readers' Rides
VW CAMPER & BUS

Readers' Rides

Your pride and joy is our delight to share, so here they are

time-read
2 mins  |
August 2018