[Column] Waiting for the Avante N Fan Festival

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"The reason why car culture developed in Germany is that the country's economic revival and the growth of the automotive industry happened simultaneously. In this process, a bond was formed between the industry and consumers. I believe Korea has a similar culture."

On the 27th of last month (local time), Martin Sander, Head of Sales and Marketing for Volkswagen Group Passenger Cars, said this during a meeting in Wolfsburg, Germany. The meeting took place at a festival for Volkswagen Golf GTI owners.

Of course, as he mentioned, Korea’s economic development and automotive industry growth have gone hand in hand. However, for Germans, cars are not just the top export item. They meticulously document the history of automobiles and enjoy it as a culture. Here are some impressive points from this event.

First, this event is meaningful because it created a fandom around a small, popular car. The Golf is the most popular compact hatchback in Volkswagen’s lineup. This is quite different from Korea’s culture, where clubs are actively formed mainly around large cars, luxury sedans, or supercars.

Secondly, this event was a fan-driven festival. It was originally planned in 1982 by an Austrian actor who had the idea of gathering people who drive Golf GTIs to hold a modest festival. With support from the local community, the event gradually grew in scale. This year, to celebrate the 50th anniversary of the Golf, it was held in its birthplace, Wolfsburg, Germany.

For the Golf GTI fans who came from all over the world, Volkswagen willingly opened its mother factory. Normally, this place strictly prohibits public access to maintain tight production schedules and protect trade secrets. Thanks to this, over 200 Golf GTI vehicles paraded through the heart of the factory, creating a spectacular scene.

The most impressive aspect was that people from all over the world gathered to see a single car model. The impact on the local economy was significant. During the event, hotels throughout Wolfsburg were fully booked, and the entire city was in a festive mood. Although the majority of attendees were men, families with children and groups of middle-aged women visiting with friends were also noticeable.

Throughout the event, I envied Germany, where a culture of truly cherishing cars and honoring their history has taken root. Although Hyundai has grown to rival Volkswagen in global sales, it still has a long way to go in heritage branding. For Germans, Volkswagen is not just a car with good performance and value for money; it is a part of the history of the German economy.

Recently, Hyundai Motor Group has also begun historical restoration efforts, such as restoring the brand’s first concept car, the ‘Pony Coupe Concept,’ and launching the Ioniq 5 electric vehicle that inherits the Pony’s design. Hyundai’s history is certainly shorter than Volkswagen’s. However, it can make the fact that it caught up with top competitors in a short time part of its own history. Hyundai also has a model comparable to the Golf GTI?perhaps the Avante N could compete. I look forward to the day when fans from around the world gather in Korea for an Avante N Festival.

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