We recently purchased a used Volkswagen Jetta wagon as our family’s second car; the one I primarily drive. As I commute to work and take the car on errand runs, the term “Fahrvergnügen,” which means “driving enjoyment” in English, keeps running through my brain. But it’s really not driving enjoyment that I’m experiencing; it’s the satisfaction, albeit superficial, of finding a brand that fits you and your family. And maybe being a part of something a bit larger in the process.
The good folks at Wikipedia reminded me that Fahrvergnügen was used during a 1990 ad campaign featuring the tagline “It’s what makes a car a Volkswagen.” Yet I recall being drawn to Volkswagens in the late 1970s when I observed Things, Beatles and Microbuses on the highways and back roads of southeastern Connecticut. I didn’t recognize this at the time but I must have appreciated the aesthetics, the design of the vehicles and no doubt the clean, iconic logo helped. And then, as I grew up, Volkswagen came to mean something more.
I will always associate Volkswagen with counterculture and rebellion; ironic, considering the car derives from a nation known for its efficiency and organization. By now the hackneyed image is seared into our brain – from K-tel commercials and countless bad movies: A long-haired Hippie with a Jesus-style beard and mirrored sunglasses leans out the window of his VW Microbus and flashes the Peace sign to the strains of “Get Together” or “Sunshine of Your Love.” Yet the counterculture I am referring to is much more nuanced and enduring.
As I referenced in an earlier post, “Hippies,” the much-maligned symbol of the counterculture era, were right more often than they were wrong. Not too long ago vegetarianism, recycling, solar energy and organic farming were ideas that literally ran counter to the prevailing thinking at the time. Now they are embraced as key elements of our society.
On September 8, Ethan will begin attending a school that embraces an alternative education philosophy with clear counterculture influences. I hope he experiences a Fahrvergnügen of his own.
Fahrvergnügen (German pronunciation: [ˈfaːɐ̯.fɛɐ̯ˌɡnyːɡn̩]) was an advertising slogan used by the German automobile manufacturer Volkswagen in a 1990 U.S. ad campaign that included a stick figure driving a Volkswagen car.[1]
That German term means “driving enjoyment” in English (from fahren, “to drive,” and Vergnügen, “enjoyment”). One of the tag lines incorporating the word was: “Fahrvergnügen: It’s what makes a car a Volkswagen.”
References[edit]
That German term means “driving enjoyment” in English (from fahren, “to drive,” and Vergnügen, “enjoyment”).
“Fahrvergnügen: It’s what makes a car a Volkswagen.”