The VW Beetle evokes memories of years gone by, but in Mexico it's still part of the present

In today’s world of autonomous cars, keyless ignitions, and charging ports, it’s hard to imagine just how big the tiny, two-door Volkswagen Beetle once was. But in Mexico, where the last Beetle rolled off the production line at Volkswagen’s flagship factory in Puebla in 2003, the car lives on. Reinvented and reinvigorated by its cultural legacy, Mexico is one of the few remaining places where a taste of Beetle-fever still exists.

The car’s curvy, colorful exterior and air-cooled, rear engine propelled it to a level of fame and cult status. While fond stories of the lovable vehicle roam in our memories, what was once the world’s best-selling car has all but disappeared from American roads, consigned to automotive museums, and collector’s forecourts.

The Beetle, known as the ‘Vocho’ in Mexico, still thrives in the country. It can be seen patrolling the sprawling streets of Mexico City, traversing hair-raising mountain roads in Oaxaca’s Sierra Norte, and operating as a converted food truck serving Mexican delicacies.

The first Beetle arrived in Mexico in 1954 as part of an exhibition to showcase Germany’s industrial growth. Sales were increasing slowly in the United States, but Volkswagen faced post-war anti-German sentiment for the car, which had been conceived under Adolf Hitler’s direction in 1934.

A spark of brilliance from an advertising executive shifted the American public’s perception of the Beetle. It became an underdog, representing anti-war protests and the peace and love movement of the era. By 1972, it was the world’s most-produced car.

Since its production ended in 2003, tougher air pollution laws and rising fuel costs have gradually taken the Beetle off European and American roads. However, in Mexico, the appetite for owning and driving the Beetle remains unchanged.

The Beetle holds a significant place in Mexican culture and has influenced artists, such as Betsabeé Romero, who incorporates Vochos in her work. The car’s unique design and democratic appeal make it a symbol of heritage and personal stories.

Recreating the same level of global attention and cult-status for carmakers remains a challenge. Whether a car can ever achieve the unparalleled reputation of the Volkswagen Beetle is yet to be seen.