All car brands camouflage their cars for testing before launching them. Why would Volkswagen relaunch Kombi 10 years after it was ended globally?
To launch its new museum, Volkswagen decided to relaunch Kombi. At least, that’s what we made people think.
We camouflaged a Kombi that had never left the factory, the last model made globally, as a test vehicle, like every carmaker does before releasing a new model.
Then, we drove it through the main classic car events and car spotting places. Car spotters are people who love cars and are deep into it. They spend their days camped out on the streets with friends, taking photos, creating content for social media, and getting excited about the rare and exclusive cars that pass by. They’re also an important source for specialized car media.
As soon as Kombi passed by them, it broke: the internet.
It took over feeds and car websites, generating talks about the possible return of Kombi 10 years after it was ended globally.
Later, we invited the press and the car spotters to Meta’s headquarters to reveal the reason behind the camouflaged Kombi: it was the launch of Garagem Volkswagen, the very first Instagram profile in Brazil dedicated exclusively to classic and heritage cars from a carmaker.
A profile full of photos, stories, details about VW’s classic cars, podcasts, interviews, meetups, and much more. Now, the Garagem Volkswagen is a museum that never closes.
