VW built its reputation by using impactful advertising. Here’s a selection of car adverts that appeared in the Guardian from 1956-1991

How Volkswagen relied on clever advertising to build its reputation





1956: A best selling car loved by many, the Beetle was a German export success story after the second world war.

Appeared in the Manchester Guardian in 1956



1962: No matter which of their cars you bought, reliability, according to Volkswagen, came as standard.



Appeared in the Guardian in 1962



1972: Volkswagen motor caravans, converted by companies like Devon, could ‘take you places you’ve never been, and in comfort you never dreamed possible.’

Appeared in the Guardian in 1972



1972: For British motorists less keen on Volkswagen, the K70 model came with a promise that it looked like a ‘normal, civilised car.’

Appeared in the Guardian in 1972



1975: Having survived bankruptcy, Volkswagen started to design sportier models, like the Golf. Later VW Golfs included the GTI, described as a ‘hot hatch’ by the motoring press.



Appeared in the Guardian in 1975



1978: The VW Polo had to live in the shadow of the hugely successful Golf, but the small hatchback was still a bestseller.

Appeared in the Guardian in 1978



1982: This advert preceded the law change making British drivers belt up in 1983. Seat belt use in the back became law for children in 1989; extended to adults in 1991.

Appeared in the Guardian in 1982



1991: When subtly was in short suply, VW’s advertisers were willing to take a more aggressive approach.