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OPENING HOURS – DRIVE Showroom/Exhibition: daily 10:00 a.m. to 7:00 p.m.
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Ahead – Stories of Transformation
exhibition until January 1nd, 2023
DRIVE. Volkswagen Group Forum
Friedrichstraße 84 / Ecke Unter den Linden
10117 Berlin
Telephone +49 30 2092 1300
info@drive-volkswagen-group.comUntil June 6, 2022, you can experience the exhibition entitled “AHEAD – STORIES OF TRANSFORMATION” at DRIVE. We’ll be taking you on a fascinating journey through the history of the Volkswagen Group and its brands. This will show you that the will to change and the courage to renew have always been at the heart of Volkswagen’s DNA….
The world of mobility is currently undergoing the greatest transformation since the invention of the car. In the near future, electric drives and fully networked, driverless vehicles will dominate our transport options. As part of the “NEW AUTO – Mobility for Generations to Come” strategy, Volkswagen is not only a major driver of this transformation but is also accelerating its realignment from car manufacturer to leading global provider of software-based mobility.
“Ahead – Stories of Transformation” traces this historic process of change from the past to the present. It provides interesting facts about the stories and personalities behind legendary models such as the Volkswagen Golf, the Audi Quattro and the Porsche Boxster. Some rare exhibits will be on display, including build stage 1 of the Porsche 924, the concept study for the ŠKODA Vision iV and the prototype of the 1949 T1 Transporter. All of them are impressive evidence of the intense and exciting process behind a ground-breaking new development.
Back to new strength
In the early nineties, Porsche faces big challenges: poor sales figures, high costs and a lack of technical similarities between the different series -the sports car manufacturer finds itself in an existential crisis. Hopes of a rescue are pinned on a sports car that is significantly cheaper than the 911. The development department backs the right strategy, with Horst Marchart, Member of the Board with responsibility for technology, leading the way: he introduces the “standardisation” strategy at Porsche and decrees that the front of the car, including the doors, is to be identical to the new 911- a move that causes heated discussions. Despite scepticism, the design study of the Porsche Boxster is presented at the motor show in Detroit in the spring of 1993. The Boxster hits the jackpot and gets Porsche back on track after the launch in 1996.
On four-wheel drive to a premium brand
Winter 1976/77: a group of Audi engineers are in the thick snow of Sweden for test drives. For comparison, a VW Iltis is also used – despite its output being a me agre 55 kW (75 PS), the offroad military vehicle gives the far more Powerful, front-wheel drive Audi prototype no chance. And so originates the idea of trying four-wheel drive on a more powerful road car. In 1978, the A1 four-wheel drive prototype wins over the Group directors with its impressive performance on a steep slope in the Alps. They give the green light to put the four-wheel drive concept into production, and the Audi quattro makes its debut at the Geneva Motor Show in 1980. The quattro system is Audi’s ticket to the league of premium automobile manufacturers. By 1991, 11,452 of the original quattro had been built – original plans were to make just 400.
A new identity
The end of the cooperation with Fiat at the start of the 1980s marks the start of a new era for SEAT. The goal is to assemble a whole product range of its own in a short time. In May 1980, the development order for the first generation of Ibiza starts in Martorell. The goals are ambitious. To provide support, SEAT brings some renowned brands brands and personalities on board: star designer Giorgetto Giugiaro gives the Ibiza clarity and dynamics, Porsche contributes to the engine technology, and Karmann is chassis development partner. The Ibiza is given its premiere in the summer of 1984: the first car that SEAT has developed and built from scratch. And there’s more: the Ibiza is the starting signal for SEAT to embark on a successful future as an independent and self-assured brand.
The revolutionary concept change
In the spring of 1964, ŠKODA changes the thinking behind its designs. The streamlined ŠKODA 1000 MB pursues a totally new philosophy: its modern four-cylinder engine is moved to the back of the car, where it drives the rear wheels. This is one of many revolutionaly changes. For example, the cyclinder case, crankcase and cover for the manual four-speed gearbox are made of lightweight cast aluminium, meaning that these parts can be produced with less energy consumption and significantly faster. This ties in nicely with ŠKODA’s 65-year history in the field of engine design and production. By 1969, more than 443,000 examples of the car have been built, with more than half of these being exported. Only with time does it become apparent just how trendsetting the new family of engines is: they continue to be used right into the 1990s, even after ŠKODA AUTO is acquired by the Volkswagen Group.
The Beetle made people mobile
It is a new beginning. On 27 December 1945, Volkswagen commences civil production of the Beetle. After the severe hardships of the war, people’s need for freedom and mobility was virtually limitless. Initially, the Beetle remained a dream car for the majority – who could afford their own new car at this time? At first, the Beetle was reserved for members of the British military. Economic conditions meant that production was slow. However, it gradually picked up speed, inexorably, and was soon making possible something that had previously appeared inconceivable: automobiles are affordable – the democratisation of mobility. The Beetle becomes a symbol of the German economic miracle and is soon at home all over the world.
The icon heads into the future
The world premiere of the ID. Buzz and the ID. Buzz Cargo on March 9 sees a dream come true: the fully-electric version of one of the biggest icons in the automotive world the Volkswagen “Bulli”. This is the result of an intensive development and research process, which started 50 years ago. The “Electric Bulli” takes concrete shape in January 2017: Volkswagen presents the study of the ID. BUZZ at the Detroit motor show. This gives the green light for an electric and digital future. A transporter variant, the ID. BUZZ Cargo, follows shortly after. This appearance creates great hype all around the world, and the enthusiastic feedback leaves only one option: the show car must be put into production. And so it is.
Concept car: The vehicle is not sold in Germany.
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Discover DRIVE
It’s great that you want to visit us. We look forward seeing you. The exhibition are reopened to the public. We would be happy if you wear a mask. Please note the information bundled on this page to plan your visit.
Showroom / Exhibition will be closed from January 2nd to January 25th 2023
Monday – Sunday
10:00 a.m. – 7:00 p.m.
DRIVE.studio changed opening hours from January 2nd to January 25th
Monday – Sunday
11:00 a.m. – 6:00 p.m.
Monday – Sunday from December 7th to January 25th
10:00 a.m. – 7:00 p.m.
DRIVE.store changed opening hours from January 2nd to January 25th
Monday – Sunday
11:00 a.m. – 6:00 p.m.
Monday – Sunday from December 7th to January 25th
10:00 a.m. – 7:00 p.m.
Little Green Rabbit – Food Store to go
Sunday to Thursday
11:00 a.m. – 6:00 p.m.
Friday and Saturday
11:00 a.m. – 8:00 p.m.
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If you are under 16 and wish to give consent to optional services, you must ask your legal guardians for permission. We use cookies and other technologies on our website. Some of them are essential, while others help us to improve this website and your experience. Personal data may be processed (e.g. IP addresses), for example for personalized ads and content or ad and content measurement. You can find more information about the use of your data in our privacy policy. You can revoke or adjust your selection at any time under Settings. Wir nutzen Cookies, um Ihnen die bestmögliche Nutzung unserer Webseite zu ermöglichen und unsere Kommunikation mit Ihnen zu verbessern. Wir berücksichtigen hierbei Ihre Präferenzen und verarbeiten Daten für Marketing, Analytics und Personalisierung nur, wenn Sie uns Ihre Einwilligung geben. Diese können Sie jederzeit mit Wirkung für die Zukunft im Cookie Manager (Meine Präferenzen verwalten) in der Datenschutzerklärung widerrufen. Weitere Informationen zu unseren eingesetzten Cookies finden Sie in unserer Cookie-Richtlinie und unserer Datenschutzerklärung.