[Opinion] Beetle

Adolph Hitler, who grabbed the power on his pledge to make Germany the world number one superpower, needed highways for development of the country. Hence, he constructed Autobahn. Then, he needed vehicles that could run on Autobahn. To boost his popularity, he had to provide the German people with an automobile that everyone could afford. He commissioned this task to Dr. Porsche, who designed Mercedes Benz and Porsche. That is the story underlying the birth of Volkswagen, which in German means "car of the ordinary folks." It was Hitler who ruined Germany through war. Ironically, it was also Hitler who paved the way for reconstruction and glory of the modern Germany.

▷ Hitler demanded a car that could run 14.5km on l liter of gasoline, accommodate two adults and three kids, be easily repairable and cost less than 1,000 marks. When it was first produced in 1934, its price tag was just 900 marks. But the German citizens could not get this car. Hitler issued Volkswagen stamps and asked them to collect the stamps up to 900 marks to get a Volkswagen. The stamps were flying off the shelves. People were mad about it, since a Volkswagen cost less than a motorbike. Hitler prepared the World War II with the money earned through sale of the stamps. When the war broke out, Volkswagen factories began to produce military equipment and vehicles. By the outbreak, only 630 Volkswagens were manufactured.

▷ After the war was over, the whole Germany clung to Volkswagen to resuscitate its ruined national economy. Most of the US solders stationed in Germany bought Volkswagens, attracted by its cheapness. Naming after its appearance, Americans dubbed Volkswagen as beetle, which later became the official name of the car in the US market. Beetle symbolized the industry of the defeated Germany, and was the force propelling its economy. From 1947 to 1978 when its mass production virtually stopped, Germany manufactured more 20 million Volkswagens, a record number of sales in the world history.

▷ Several factors contributed to its record success. Above all, it was cheap to buy and maintain. Nonetheless, it performance was never cheap. Its unique design is considered one of the two design masterpieces in the 20th century, along with that of Coke bottle. Beetle has also produced numerous famous phrases like "Think small." Volkswagen, however, will no longer be produced, wrapping up its 69-year old history. New Beetle, which was first produced in 1998, is a totally different car from its predecessor. The only common ground both have is the appearance. Wondering when we could make a product that could remind all peoples around the world of Korea, just looking at it or hearing its name.

By Kim Sang-young, editorialist