The Volkswagen 'Max' Beetle

Herndon, VA – In 2008, Volkswagen of America began looking for a unique spokesperson—someone who could eloquently embody the brand's ideals, but at the same time remind us that Volkswagen is a company that knows how to have a little fun, too. Identifying just the right person presented a long road ahead; it became clear that not just any celebrity superstar would do. With the help of advertising agency Crispin Porter + Bogusky, the unforgettable black 1964 Beetle we simply know as 'Max' was fast-tracked to primetime.

But how could Max be in so many places at once? Simple – there were five of him. In an incredibly short timeframe, prime candidates were located, purchased, identically restored, and delivered to the public stage. State of Mind Customs in Oxford, MI handled the restoration process, completing the first three Beetles in just 30 days. Spearheading a team of 20 through the work, owner John Bickel stresses the feat would never have been possible without the strong cohesion and enthusiasm between all involved parties and Volkswagen itself.

The 1964 Beetle might be the most iconic representation of the car's incredible 30-year long run. This model year brought myriad updates that included a metal sunroof, larger front turn signals, a larger license plate light, and four new colors: Panama Beige, Java Green, Bahama Blue, and Sea Blue. Inside the 1964 Beetle, the horn featured two buttons in lieu of the earlier car's half ring design and basketweave vinyl seats provided some aeration compared with the solid vinyl of the previous car.

Pricing in 1964 ranged from $1,595 for the DeLuxe Sedan to $1,685 for the DeLuxe Sunroof, both of which had a 1,192 cc OHV horizontally-opposed four-cylinder engine, making 40 hp at 3,900 rpm and 65 lb-ft of torque at 2,400 rpm. Weighing in at just 1,675 lbs, there was easily enough power to motivate the Beetle, which was able to net an impressive 31.5 mpg at the same time. The 4-speed manual transmission helped the little people mover reach a top speed of 72 mph.

Initially, the five restored Beetles were to be static displays, but State of Mind was able to complete frame-on restorations with rebuilt engines and transmissions by deadline. And so, down to the single-stage paint (that is, no clearcoat), each Beetle is a period reflection of the way it would have rolled off the production line in 1964. Restored with a combination of Volkswagen and reproduction parts, the Max Beetles are indistinguishable from one another, minus the license plates. Max 1 lives at Volkswagen of America's Herndon, Virginia headquarters.

Photo credit: Volkswagen
posted on conceptcarz.com