Volkswagen Celebrates 70 Years in the United States: From the Beetle to the ID. Buzz, a Legacy of Innovation and Success

The German brand marks seven decades in the U.S. market, evolving from selling two Beetles to becoming a cornerstone of the automotive industry with models like the ID.4 and Atlas.

In 1949, Dutch entrepreneur Ben Pon arrived in New York with two Volkswagen Type 1 vehicles —later known as the Beetle— marking the beginning of a story that would reshape the American car market. Just six years later, Volkswagen of America (VWoA) was established in New Jersey. By 1955, the company had already sold nearly 50,000 cars, setting the stage for an expansion that would transform the U.S. automotive landscape.

Over the past seven decades, Volkswagen has become one of the most influential carmakers in the country, known for its iconic vehicles, groundbreaking marketing, and strong industrial presence. “For 70 years, Volkswagen has shown unwavering commitment to American drivers and the cars they love,” said Kjell Gruner, President and CEO of Volkswagen Group of America.

The “Think Small” Revolution and the Birth of a Legend

In 1959, Carl Hahn, then only 32 years old, took the reins of VWoA and hired the agency Doyle Dane Bernbach to revamp the brand’s image. The result was the legendary “Think Small” campaign —later named by Ad Age in 1999 as the greatest advertising campaign of the 20th century. With its witty, self-deprecating tone, it redefined automotive marketing and doubled Volkswagen’s sales to 167,000 vehicles by 1960. During the 1960s and 1970s, the Beetle and the Microbus became symbols of freedom, youth, and counterculture, appearing in movies, festivals, and on highways across America. By 1970, VW reached a record-breaking 569,696 annual sales, cementing its status as a true cultural icon.

Models That Defined Generations

Volkswagen has continuously reinvented itself decade after decade. The Beetle, with 21.5 million units sold worldwide, remains the most-produced car on a single platform, surpassing even the Ford Model T. In 1998, the New Beetle revived the charm of the original for a new generation, while today the all-electric ID. Buzz (2025) reimagines the legendary Microbus for the era of sustainable mobility.

The Golf, launched in the U.S. in 1975 as the Rabbit, pioneered the concept of the hot hatch, with the Golf GTI creating an entirely new segment that blended sportiness, practicality, and affordability —a formula that still defines VW today. Meanwhile, the Jetta became Volkswagen’s best-selling model in the United States, maintaining its popularity through seven generations.

Volkswagen’s Commitment to U.S. Manufacturing

Volkswagen’s commitment to building cars in America dates back nearly five decades. In 1978, the company opened its first U.S. assembly plant in Westmoreland, Pennsylvania, producing over 1.1 million vehicles before closing in 1988. Two decades later, the brand made a comeback: in 2008, it inaugurated a state-of-the-art plant in Chattanooga, Tennessee, which now produces the Atlas, Atlas Cross Sport, and the all-electric ID.4 SUV. Today, Volkswagen employs over 4,000 people in the U.S. and has invested more than $2.7 billion in its American operations. The Chattanooga campus also houses the North American Engineering and Planning Center and the Battery Engineering Lab, reinforcing VW’s vision of an electric and sustainable future.

A Legacy Driving Toward the Future

Seventy years after that first Beetle crossed the Atlantic, Volkswagen remains true to its founding mission: to build the people’s car. With the arrival of the ID. Buzz and the all-electric ID. family, the German automaker reaffirms its leading role in the transition to sustainable mobility —keeping alive the spirit that once won the hearts of millions of American drivers.