As VW celebrates its 70th anniversary, Bobit's coverage of the brand throughout the years displays a commitment and appreciation for all the company has accomplished.
Image: Automotive Fleet
5 min to read
The story began in 1949, when Ben Pon arrived in New York City with a vision to bring an affordable vehicle to the American people — one that would become the iconic Beetle. Six years later, he founded Volkswagen of America in New Jersey, and by the seventh year, annual sales had reached 50,000 vehicles.
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From those humble beginnings, Volkswagen grew into one of the most influential automotive brands in history.
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Bobit has covered Volkswagen trends, updates, and previews since the company’s founding in 1961.
A Classic Brand, and the Classic Beetle
Bobit’s dealer-focused publications, including AD Today, frequently showcased the enduring appeal of Volkswagen models such as the Beetle. Stories like Hannah Mitchell’s reflection on wanting to buy her VW Bug, featured in ‘Don’t Let the Good Ones Get Away’ highlight how Bobit has long chronicled the nostalgia and Volkswagen’s most iconic vehicles.
Similar to the Outback, the 2017 Golf Alltrack fit a niche “between crossover and car,” said Brown. With raised suspension and all-wheel drive, the Alltrack’s capabilities made it a high competitor in the market.
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Economic Impact and Strategic Evolution
Volkswagen has become a part of America’s fabric as plants have become a part of the American economy. A 2019 and 2024 VWGoA study found that the company and its dealers supported 48,000 direct jobs and 116,000 indirect or induced jobs, totaling $12.5 billion in payroll and benefits, and contributing $43.9 billion to the U.S. economy.
“This study underscores our deep investment and long-term commitment in the American market,” said Dr. Kjell Gruner, president and CEO, Volkswagen Group of America. “In the past five years, we’ve grown our manufacturing footprint and advanced our R&D capabilities to drive meaningful economic impact in the communities where our valued team members live and work.”
Amidst changing fleet requirements and new regulations, Volkswagen remained flexible.
Amid changing fleet requirements and evolving regulations, Volkswagen has maintained a flexible approach. Bobit’s coverage of the 2024 Volkswagen fleet preview highlighted the company’s targeted strategy to strengthen its North American presence, including a 9% increase in units allocated to the commercial fleet market and an emphasis on U.S.-centric product development.
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Volkswagen Leadership
Bobit also covered the retirement of Chris Hoehner, Volkswagen of America’s longtime director of corporate sales. Over nearly two decades, Hoehner led special, commercial, and rental sales initiatives and previously served as general fleet manager from 2008 to 2011, during which time he helped balance program and remarketing strategies.
An Electric Era
Bobit has chronicled Volkswagen’s rapid expansion into the electric vehicle (EV) market, including the launch of the ID.7 — the brand’s first all-electric premium midsize sedan — and the three-row ID. Buzz.
The Buzz signified a larger shift towards electrification for Volkswagen. It was not only a move towards sustainability, but a brand statement.
Two of Bobit’s brands, F&I Showroom and AD Today, covered the Buzz’s initial release and included a statement from former CEO Pablo Di Si.
“The VW bus has a long history in the USA and enjoys real cult status. Our aim today is to further strengthen the Volkswagen brand in America,” said Volkswagen Group of America President and CEO Pablo Di Si. Bobit also partnered with Volkswagen in February 2025 to make the ID. Buzz a mobile video studio in a road test for fleets.
"We couldn't be more excited to have the VW ID. Buzz as our mobile studio and lab, traveling across the country to events and customer visits. Join us on a ride-along to showcase your innovations and stories on the road."
Volkswagen also invested $20 million in its 50-State EV Dealer Readiness Program and integrated ChatGPT into its vehicles, signaling a growing commitment to AI-driven technologies.
In Automotive Fleet’s coverage of the GPT integration, a board member spoke on the matter. "Volkswagen has always democratized technology and made it accessible to the many. This is simply ingrained in our DNA. As a result, we are now the first volume manufacturer to make this innovative technology a standard feature in vehicles from the compact segment upwards,” said Kai Grünitz, Member of the Board of Management Volkswagen Brand for Technical Development.
A Fan Favorite
The Beetle, Golf, and Jetta remain among the most popular VW models on the market. Volkswagen’s U.S. manufacturing legacy began in 1978 with the opening of its first assembly plant, which produced 1.1 million vehicles before closing in 1988.
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Production resumed in 2008 with the Chattanooga, Tennessee plant, which has since assembled over 800,000 Passats, along with the Atlas, Atlas Cross Sport, and ID.4 SUV. Today, the facility employs around 4,000 workers and represents a $2.7 billion investment.
“For 70 years, Volkswagen has demonstrated an unwavering commitment to American drivers and the cars they love,” said Kjell Gruner, President and CEO, Volkswagen Group of America. “The VW family has grown from the first imported Beetles to fit families of all shapes and sizes, always with the original mission of the brand—to be ‘the people’s car.’”
As the Volkswagen brand continues to expand, change, and adapt, Bobit remains dedicated to covering the ins and outs of the years to come.
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Cole brings more than 30 years of automotive and technology experience to the fleet management company, including leadership roles at Aptiv, Visteon and Johnson Controls.
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