Behind the Beetle

The Volkswagen Beetle (Set # 10187) is the first classic car set to come from LEGO Direct to Consumer. BrickJournal talked to Eva Henriksen, Marketing Assistant to Marketing and Development about the set.

BrickJournal:  When was it decided to create a classic car set?

We decided on that in the fall of 2006 when the 2008 Direct exclusives novelty range was planned.

How was it decided to have a workshop with LEGO fans building the prototypes?

We wanted to learn from the fans by involving them in the development process in two ways: by asking them online which classic car they would like to see us bring to market and by inviting a small group of fans to come and sit and build concept models together with the LEGO designers. The fans are the consumers and who are better at telling us what a car should look like and giving input on how to enhance the building experience. - So, within the limitations you need to consider when you design for production.

At Frechen (a LEGO fan event in Germany), what was the feedback?

First of all the fans appreciated being asked their views and getting the opportunity to discuss the concept models and share their views with the designers at such an early stage of the development process. The Beetle was especially liked for being such a true LEGO classic. The studded surface, the built outer and interior design were emphasized. Achieving the rounded lines building with edged LEGO bricks on a model this scale was greatly acknowledged. But what also makes the Beetle so special is the nostalgia that it brings forward. Everybody have memories of a Beetle and stories to tell. They drove them themselves, it may even have been their first car or it brings back childhood memories.

While the Beetle won the vote, were there any comments about the other models that were unusual?

Boys of all ages love cars and the visitors to the Frechen event really liked what they saw. The concept models presented at the event were different in style, but they were all valued for being true to the original designs and for their detailing.

The VW at Frechen was dark grey - it changed color to dark blue. How was the color decided?

Designer Steen Sig Andersen did quite a bit of research into that subject. You can find the Beetle in a variety of one and two-tone colors. Some were brought to market, others unique. We looked for a color scheme that was both true to the Beetle and interesting to the fans - also observing the color palette available for production.

You worked with Volkswagen on this model - what research did you do with them for this model? 

Volkswagen provided us with reference material, but most important was the face to face contact. We first met with Volkswagen at the AutoMuseum Volkswagen in Wolfsburg, Germany - a real mecca for Beetle enthusiasts. Steen Sig Andersen brought the first prototype model. It was placed on a table right next to the original 1960 Charlotte model. Now curves, shapes and details were discussed and the first corrections were made. Back home in Billund, Steen optimized the model and a month later, another meeting took place this time in Billund. The model was again subject to close investigation! Steen went back to his desk, made a few changes and at the end of the day the prototype was approved.

How was working with VW?

It was a real pleasure working with Mr. Glaser of the Wolfsburg HQ and Mr. Witzleben, AutoMuseum Volkswagen. They have a soft spot for the Beetle. The original Beetle is famous for its curves and rounded shape and Volkswagen wanted the LEGO model to be as true to the original as at all possible. At the same time we wanted the LEGO Beetle to have the look and feel of a true classic LEGO model built from edged pieces. In a close dialogue characterized by openness and mutual respect, the task was solved and a splendid model born.

Do you recall a specific detail that VW added?

Volkswagen was very keen on getting the boxer engine right both in design and positioning. But also, the windshield angle was considered a key characteristic of the car design.

Any details to the model that you are particularly proud of?

Steen is particularly proud of the windshield wipers, but also the dashboard details and the glove compartment.

Is this the beginning to a collector's series of cars?

You never know what the future will bring ....