Volkswagen released Lemon, which is arguably its most well-known advertisement, in 1960. The headline’s single word described a 1961 Volkswagen Beetle that will never reach a dealer. Kurt Kroner, a VW engineer, rejected the car because of a minor flaw, which prompted Julian Koenig, a DDB copywriter who worked with Helmut Krone, a renowned art director, to create the iconic advertisement.
The copy refers to 159 checkpoints and a readiness to reject vehicles that don’t measure up. The argument that Volkswagens hold their worth better than other cars is made as a conclusion.
The advertisement claims, “This attention to detail ensures the VW lasts longer and requires less maintenance, generally, than other automobiles.” Also, a VW depreciates less than any other vehicle.