The first South African assembled Volkswagen left the production line at ..... of the best Volkswagen car stories from a
At the wheel
Celebrating
60 Volkswagen
years The production line in 1968 with Beetles prominent
Historic agreement signed between Volkswagenwerk in Germany and SAMAD Ltd to assemble and distribute Volkswagens in Uitenhage The first South African assembled Volkswagen left the production line at the SAMAD factory in Uitenhage
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1953
The first Kombi in South Africa arrived
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1954
50 000th Volkswagen vehicle produced in Uitenhage was proudly finished
SAMAD began assembling and distributing the Type 2 (or Transporter)
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The Baron became the chairman of SAMAD Ltd when Volkswagenwerk bought a controlling interest in the company
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olkswagen’s legacy is inherently linked with the history and people of South Africa. From humble beginnings in a shared factory 60 years ago, the company earned its place among the top passenger car manufacturers in the country. It became a pioneer of vehicle exports from South Africa, and today one in every five cars bought in South Africa is a Volkswagen.
As Volkswagen South Africa celebrates its 60th anniversary this year, we look back over six decades on how the company has built itself up from assembling its first Beetle in Uitenhage, to becoming one of the major passenger car manufacturers in the country By Tanja Van Wie Photographs courtesy of John Lemon
The 1600 TL Fastback joined the Type 3 range, and for the first time SAMAD offered two-tone paintwork as an option
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100 000th Volkswagen vehicle produced in Uitenhage was proudly finished
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Beetle Mania begins in SA Sixty years ago, on 31 August 1951 the first South African assembled Volkswagen (Type 1) left the production line at the SAMAD (South African Motor Assemblers and Distributors) factory in Uitenhage, which would become the much-loved Beetle. In the meantime businessman Baron Von Oertzen, who became known as the ‘father of Volkswagen South Africa’, was offered the Volkswagen distributing franchise for South Africa. He was able to secure his first import permits in return for brokering the export of South African wine. One good deal led to another and in July 1951, the Baron was present at the historic agreement signed between Volkswagenwerk in Germany and SAMAD Ltd to assemble and distribute Volkswagens in Uitenhage. Volkswagenwerk in Wolfsburg sent two fully assembled Beetles to Uitenhage as training tools for local workers. The Beetle’s instant popularity in South Africa was not surprising as it had already begun to take the world by storm. An impressive 290 cars were sold by the end of that year and Beetle mania began in South Africa. The success of the Beetle was in its simplicity, offering owners an easy to maintain, economical family car. In 1951 you could buy a brand new Beetle for just R1 050! By 1958 the beloved Beetle became the best-selling car in South Africa, and held this position for the next six consecutive years. The company was gearing up to meet phase three of the Local Content Programme with a five-year expansion programme to the tune of R25 million
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SAMAD was officially renamed Volkswagen of South Africa Limited
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On 21 August 2009 the last A1 Golf, part of the 1 000 special edition Mk1 Citis, rolled off the production line in Uitenhage
The Kombi arrives The first Kombi in South Africa arrived in Cape Town in December 1952. It was a gift to a German malaria researcher who operated in southern and central Africa. A second Kombi, fitted out as a hunting camper van for the Baron arrived in Port Elizabeth. In 1955, the company began assembling and distributing the Type 2 (or Transporter). The price of a Kombi in 1956 was R1 348. It had a 1200cc engine producing 27kW and a top speed of 80km/h. The bus was loved for its ability to go almost anywhere as well as the generous interior space, which allowed for modifications such as beds and a small kitchen, and of course roof racks for surfboards. The Baron became the chairman of SAMAD Ltd in 1956, when Volkswagenwerk bought a controlling interest in the company. To keep up with ever increasing demand, a R1-million expansion programme for the factory was also announced, which would increase production capacity from 42 to 75 cars per day. The Swinging Sixties The 50 000th Volkswagen vehicle produced in Uitenhage was assembled in 1960, the 100 000th following closely in 1963. That year it also introduced the Type 3 1500 Sedan and the 1500 Variant station wagon. The 1600 TL Fastback joined the Type 3 range in 1965 and for the first time SAMAD offered two-tone paintwork as an option for R12 extra and a sunroof for an extra R67!
In the meantime Government’s Local Content Programme announced in 1960 was the start of strict import controls on all goods that could be manufactured in South Africa. This had far-reaching consequences for the motor industry, requiring large investments. Volkswagen invested just under R10 million in the 60s on expansion, including the setup of its very own engine plant and a large press plant. In 1966, SAMAD was officially renamed Volkswagen of South Africa Limited. By 1970 the company was gearing up to meet phase three of the Local Content Programme with a five-year expansion programme to the tune of R25 million. This was a sign of good things to come, and an indication of an increase in production. In 1973 the company led the new car market for the first time with sales of 36 315 units. The following year Volkswagen AG bought the remaining shares in Volkswagen of South Africa to become a wholly-owned subsidiary. In 1974, the first front-engine, water-cooled, front-wheel drive Volkswagen, the Passat, was launched. And it was an immediate success, with 10 000 units sold in just eight months. That same year the plant celebrated the
The Type 2 Transporter range was built in South Africa from 1955 and immediately became a great success story. Apart from the pickup, panel van, ambulance, double-cab and MicroBus a really luxurious Type 2 was released for sale in limited quantities, the deluxe Microbus, better known as the Samba
Volkswagen AG bought the remaining shares in Volkswagen of South Africa to become a wholly-owned subsidiary
The last Beetle, a 1300cc model with luxury trim and metallic bronze paintwork, came off the production line
The first front-engine, water-cooled, front-wheel drive Volkswagen, the Passat was launched
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Volkswagen of South Africa led the new car market for the first time with sales of 36 315 units
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The Golf 1 was launched
1980 R100-million expansion project initiated
building of the 250 000th Beetle and a year later the 100 000th Transporter. Golf is born The end of the 70s marked the end of an era, as the plant bid a sad farewell to one of its most loved cars. The last Beetle, a 1300cc model with luxury trim and metallic bronze paintwork, came off the production line on the 18 January 1979. The Beetle had been in production for 28 years (11 of which it was a top seller). A total of 288 353 Beetles were built in South Africa. In the Beetle’s wake, the Golf 1 stormed into South Africa in May 1978, with an initial launch price of R3 985 for the 1100cc LS two door. And in just 14 months, an astounding 30 000 Golfs had rolled off the production line. This was a groundbreaking achievement and helped the company achieve its highest ever market share of 23,9%. Political upheaval The 1980s was a time of political upheaval as opposition to Apartheid spilled onto the factory floor, with numerous strikes, consumer boycotts and township riots. While other manufacturers disinvested from the
The original and much-loved Volkswagen Beetle
country, Volkswagen supported change in the workplace by pioneering black artisans and recognising black trade unions. A massive R100-million expansion in 1980 created a strong base for growth in the 80s. This was followed by the opening of a R15-million engine plant in 1981. The following year saw a R200-million investment for modernisation of the plant, a production engineering facility, staff training facilities and new quality testing laboratories. The 80s was undoubtedly the era of the Golf, with the 100 000th unit rolling off the production line in 1981. Demand accelerated as new Golfs sped onto the scene such as the Golf 1 GTi ‘Hot Hatch’ in 1982. The company for the first time seriously entered the motorsport arena, signing rally ace Sarel van der Merwe, who in his first year with VW won the Group One Championship in 1983 in none other than a Golf 1 GTi. The Volkswagen Group around the globe, meanwhile, was preparing for the entrance of Golf 2 and the demise of the ‘Mark 1’ Golf. Volkswagen of South Africa, however, had other plans brewing. Citi Golf is conceived The company felt it was important to provide a smaller more affordable car in the entry-level market and at a conference in Plettenberg Bay, the then Managing Director, Peter Searle,
A workaday car in its Sunday best – the VW Karmann Ghia was first released for sale in South Africa in 1957 based entirely on Beetle mechanicals
100 000th Golf unit left the production line
By 1986 Volkswagen had built 100 000 vehicles
R15 million engine plant opened VW won the Group One Championship
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Citi Golf launched Golf 1 GTi ‘Hot Hatch’ introduced
Golf 2 (Jumbo Golf) introduced
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Establishment of the Volkswagen Community Trust
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The AutoPavilion museum at the Volkswagen Group head offices in Uitenhage
proposed the idea of reincarnating the Golf 1 as an entry level car, to be produced alongside the Golf 2. In February 1984 South Africans heard the catchy jingle of the first Citi television commercial that would literally catapult the Citi into automotive stardom: ‘Red, Yellow, Blue… This one’s for you!’. The fashionable 1.3-litre Citis were launched at a price of R7 635, and became a top seller, seldom if ever out of the top five best sellers. In addition to the new Golfs, a number of other vehicles were also introduced in the 80s. They included the Synchro Bus, the Fox (a reincarnated Jetta 1) and the Caddy Pickup. The sheer volume of vehicles produced in the 80s was cause for celebration. Volkswagen had built 1 million vehicles by 1986. The end of the decade marked the establishment of the Volkswagen Community Trust in 1989, jointly administered and controlled by representatives from the trade union, employees and management of the company. The Trust aimed to spend around R2 million a year on education and skills development in the community. Democracy and freedom South Africa’s momentous rise to democracy in 1994 marked a turning point for the country. With the demise of Apartheid, Volkswagen of South Africa, like many other companies, could now spread its wings globally, while continuing to serve the local market. Orders for Jettas, Golfs and Golf GTis as well as component orders such as catalytic converters came from China, the UK, and Europe. The company’s continued success in the export market ensured that it was no longer viewed as an African motor manufacturer, but rather as an international motor manufacturer based in Africa. Today the Uitenhage plant is the only exporter of Volkswagen vehicles (apart from Mexico) outside of continental Europe and it competes against the rest of the Group for the right to produce and export cars. The plant’s focus was towards creating local employment and encouraging suppliers to invest in local components. This approach meant jobs were being created for people as well as ensuring skills and technology transfer was taking place. Always something new The launch of many new cars ensured that there was always something fresh from Volkswagen, while the competitors struggled to keep up during the 90s. There was the 2-litre Jetta and Golf, the 2.5-litre locally developed bus range, which now included the newly-named Volksiebus, the
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A new icon in the making, the Polo Classic was launched
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Golf 3 and Jetta 3 range, and later the Golf 4 and Jetta 4. A new icon in the making, the Polo Classic, was launched in October 1996, to meet the gap between the Citi Golf and the Jetta and Golf ranges. It was followed by the Polo Playa, a hatchback version in 1998. The new millennium In the new millennium, investments and export contracts went from millions to billions. In 2000 Volkswagen South Africa announced a R1-billion investment over four years for new factory infrastructure, improved technology and production line upgrades. The following year, its 50th anniversary was celebrated by announcing a further R1.5-billion investment programme over the next five years. The company focused on supplying Golfs and Polos to the Asia Pacific region. In 2004 the plant was awarded a R12-billion contract to supply TDI engines for six years to Volkswagen in Europe, creating more jobs in the plant and within its supplier network. By 2009 the 375 000th export vehicle rolled off the production line. This was also a decade where the company achieved excellence in the area of training Volkswagen South Africa announced a R1 billion investment over four years for new factory infrastructure
Birth of Democracy in South Africa
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Volkswagen has proudly built people’s cars for 60 years that have set standards and helped define whole generations’ attitude to living.
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and skills development. The Education and Training Institute (ETI) was established in 2000 to coordinate both management and worker training in-house. It later received the ‘Investors in People’ accreditation, the international standard which recognises companies aiming to develop their employees to their full potential. The Volkswagen Driving Academy officially opened in 2005 at the Kyalami Grand Prix circuit and includes tuition in a wide variety of driving situations. In a large-scale approach to economic upliftment in the Eastern Cape, Volkswagen entered into joint venture with the local and provincial government as well as the Eastern Cape Development Corporation, called the Uitenhage Despatch Development Initiative (UDDI).
Vivo is unique as it is produced using 70% local parts and suppliers: a proudly South African car! Another first is Volkswagen’s first mid-segment pickup, the Amarok, which made its impressive debut on the dunes of the Kalahari last year as the official vehicle of the Spirit of Africa 4x4 competition. Last year Volkswagen became the first automotive company to achieve level 4 B-BBEE contributory status. It also rated highest in the areas of skills development and enterprise development. This is part of the company’s overall strategy to become a learning organisation to achieve transformation.
Farewell to two icons After 47 years of production, the 21 June 2002 was a sad day as the last T3 (Type 2 Mk 3) Microbus rolled off the production line. An incredible 264 934 were built at Uitenhage. By the close of the decade, it was time to bid farewell to another icon. The last Citi Golf rolled off the production line on 21 August 2009. Over 31 years, a total of 517 384 A1 Golfs (that is Golf 1 and Citi Golf combined) were built. No other single vehicle in the history of South African motoring broke so many records and sold in such numbers.
Taking the lead The South African Motoring Guild chose the class-leading Golf 6 1.4 TSI Comfortline as the Car of the Year for 2010 and the New Polo, which set the benchmark in its class clinched this prestigious title in 2011. Both the Golf and the Polo now include the groundbreaking BlueMotion technology in the model line-up, putting these models in the forefront of fuel efficiency. Volkswagen cars have successfully become benchmark vehicles in their respective categories – from six generations of Golf, to the beloved Kombi and the amazing Touareg. Likewise, technological advancements such as DSG, TSI and TDI and now BlueMotion have set new standards, illustrating its innovative nature. Volkswagen has proudly built people’s cars for 60 years that have set standards and helped define whole generations’ attitude to living. Volkswagen makes their innovations available to everyone and never stops anticipating tomorrow. Today, Volkswagen’s Group-wide brand claim, ‘Das Auto’ (or ‘The Car’), articulates this, and is an enduring long-term pledge that will grow and strengthen Volkswagen into the future.
A bright future The new decade kicked off with a bang for Volkswagen South Africa. Along with the launch of the New Polo in 2010, it celebrated being selected as the sole manufacturer of all new right-hand drive Polos for local and export consumption. A few months later the Polo Vivo was launched at a glittering event in Sun City. The
We’d love to hear from you Volkswagen South Africa has launched its completely refreshed website and a Facebook page (read more about Volkswagen’s enhanced online presence on page 40). In celebrating our 60th anniversary, the summer 2011 issue of Volkswagen Magazine will run a ‘scrapbook section’ of the best Volkswagen car stories from all ages and generations. Email us your stories and photos of your road-trips, holidays, or special moments shared with friends in a Volkswagen and we could publish your story and photographs.
50th anniversary
2001
The last T3 (Type 2 Mk 3) Microbus rolled off the production line
2003
A further R1.5-billion investment programme over the next five years was announced
Source: “Volkswagen of South Africa Historical Milestones” by John Lemon and “Volkswagen of South Africa” by Ed Richardson
The New Polo was launched followed later in the year by the Polo Vivo
Launched: Golf 5, Passat 6, Jetta 5 and the Tiguan Scirocco launched
A new model Polo range included the country’s first three-cylinder diesel was launched
2002
A 1973 Type 4 412 with modifications to the body that improved its looks
Golf 6 launched
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The plant was awarded a R12-billion contract to supply TDI engines for six years to Volkswagen in Europe, creating more jobs in the plant and within its supplier network
2009
Launched: New Polo GTI, Scirocco R, Golf R, Polo Sedan, New Passat and the New Jetta
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2011
By 2009 the 375 000th export vehicle rolled off the production line
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