So I had just posted a short piece on Volkswagen ceasing production of the iconic Citi Golf when I received an awesome press release, entitled Goodbye Citi. They’re going all out to say goodbye to the Citi Golf. In related news, does anyone else own a VR3 still?

Ja, I’ve got one. BOOM! There us the temptation to sell it, but not anymore. This legend will never die. So let’s see what’s going to be happening:

There comes a time in every legend’s career when it must retire. For Volkswagen’s iconic hatchback, the Citi, this is that time. Having provided 25 years of loyal service and colourful motoring, the Citi is now retiring. But like most legends, it’s not going to leave without a proper farewell. So, in celebration of this occasion, Volkswagen South Africa is launching a countrywide campaign to say goodbye to this legend of the South African roads.

The last Citi will be doing a victory lap around the country to offer everyone the opportunity to come and bid farewell to Citi by signing the vehicle.
“The Citi is retiring. It’s had an excellent run. It’s the best selling car in South African history, but the time has come for the end of Citi production,” says Volkswagen South Africa’s Marketing Communications Manager, Carrin Merkel.

“We’re saying goodbye to South Africa’s best-selling car. But more importantly, we’re giving the whole country a chance to say goodbye. It’s a countrywide farewell, with the car being the farewell card. Actually, this campaign is about the South African public saying goodbye – because the car has become theirs, as much as it is ours.”

In keeping with the concept of inclusivity, for those people who can’t meet the Citi on tour, the entire victory lap can be followed at goodbyeciti.co.za and on Goodbye Citi’s Facebook, Twitter, Flickr and YouTube pages – where the public can also post their goodbye messages.

“From an advertising perspective, the tour is being filmed to create a farewell TV commercial for Citi. The commercial will be a true-to-life documentation of the tour. It’ll showcase South Africa saying goodbye to Citi. Over the years, the car has entrenched itself in South African culture and history. In fact, it’s more than just a car, it’s an icon, and it’s become a friend to the South African people,” says Ogilvy Cape Town Executive Creative Director, Chris Gotz.

“The Citi brand means so many things to so many different people. Thousands drove it as their first car. To them, the brand is all about freedom. Others personalised their Citi’s. So for these people, it’s about individuality. Some owned and drove a Citi for decades, and then passed it on to their kids. Some were even born in a Citi. In fact, almost everyone has a Citi story and Citi means something different to each of them,” adds Gotz

Citi is by far and wide the most successful hatchback in the history of South African motoring. It’s broken every imaginable record for a car in its category and class. When Citi was first introduced in 1984, the retail price was R7,630. The most affordable Citi today is priced at R84,700, and it’s still a reliable, low-cost vehicle that offers as much today as ever.

“The decision to stop producing the Citi was a tough one. However, like all things in life, we have to adapt and move with an ever-changing environment. New technology, rapidly evolving consumer needs and demands, and new trends in the automotive industry have forced us to finally write the last chapter on the ubiquitous Citi,” explains Bill Stephens, Volkswagen South Africa’s General Manager Communications.

The Volkswagen Golf 1 was introduced into the market in 1978. As the Golf 2 launch approached, Volkswagen South Africa recognised that its increased passenger and load space meant the Golf brand would move into a higher price segment, putting it out of reach of the traditional Volkswagen first-time car buyers. So, to fill the new market-need, the decision was taken to continue the production of the Golf 1, but to remodel it and give it a new name.

In anticipation of the launch of the Golf 2 in 1984, Volkswagen’s idea was to produce a lower specification ‘carry-over’ of the Golf 1. Originally named the ‘EconoGolf’ by product developers, this Golf 1 concept received a designer makeover by Volkswagen’s advertising agency, Ogilvy Cape Town. The brief was to create something that would capture the imagination of the first-time car buyer in South Africa.

The creative team at the time took renowned fashion designer, Jenni Button on board to help make this little car more than just a car – to make it a fashion accessory, a ‘must have’. Button was integral in the design process of the first ‘Red, Yellow and Blue’ Citi’s.

Volkswagen’s most optimistic prediction in 1984, when the Citi entered the market, was that it would last for a maximum of five years. In 2006, 22 years later, Volkswagen was producing 131 units per day and sold 28,500 in that year. In July 2009 alone, Volkswagen sold 1,630 Citi’s. And now, at the end of 2009, the last 1,000 Citi’s have rolled off the production line. These limited edition Citi’s have been designed based on the original Golf 1 and are branded ‘Citi Mk1’. Each Citi Mk1 has been individually numbered and will be sold to the public in honour of this legendary brand.

Beyond offering thousands of South Africans an affordable solution to their mobility, the Citi brand has contributed hugely to the component industry and after-sales market in South Africa, even past the Volkswagen Dealer Network.

“It is impossible to estimate just how much money the Citi brand has put into the South African economy over its illustrious life, suffice to say that it must be a significant figure. Citi has also left an intangible mark on South Africa. It’s been a part of the last 25 years in South African history. And now, as we open the final chapter on this legend’s career, we look back with affection, and we look forward to giving it the farewell it deserves,” concludes Stephens.

My word, I had no idea Jenni Button was involved in the original! And did you see how they mentioned people have individualised their Citi’s?

I never drive a VR3, and that’s a fact!

Whoopsie daisies!

The schedule for the countrywide tour are as follows:

Thursday 12 November — Start in Uitenhage

Saturday 14 November — Durban

Monday 16 November — Johannesburg

Tuesday 17 November — Pretoria

Wednesday 18 November — Bloemfontein

Friday 20 November — Cape Town

Sunday 22nd November — End in Uitenhage

The final details are being organised but we’ll be posting them here when they’re up. It’s all quite sad really!

Click here for the Goodbye Citi website.