South Africans don't just want to buy products, they want to be part of the story. For over 70 years, Volkswagen says it has firmly entrenched itself in the hearts and garages of the South African people.

It is a proud story, and now the brand says it is handing over the keys to the people of South Africa to drive the next chapter forward by naming the new Golf. Through the 'Forever Golf' campaign, the public gets to nickname an icon that has been part of Mzansi's roads for eight generations.

"The Golf isn't just a car here, it's culture," says Bridget Harpur, Head of Marketing at Volkswagen South Africa. "This campaign recognises that real brand loyalty isn't built through ads, but through shared stories. We didn't just launch a car; we're asking South Africa to help create the story with us."

Unlike past Golf nicknames (like "Vura" and "i20-20"), which grew organically from fans, this time Volkswagen says it is officially teaming up with the public to #NameThisGolf. The journey will play out in an eight-part docuseries, where Volkswagen will tell the story together with the public.

More Than Just a Car — A Cultural Icon

For many South Africans, the Golf is more than just a car; it is a cultural icon. Poobalan "Chico" Naidoo [From Episode 1], says, "The MK1's been around for 30 years. It's been through everything, grandfather, father, son. That's why it's The People's Car, my bra."

"South Africans are clear on the way they consume brands, especially younger generations: they want to be heard." Thato Lekgetha says, "'Forever Golf' isn't just a campaign; it's about encouraging people to shape the brand and redefine what loyalty means in today's world."

Want to Co-Create?

The brand says that as social media lights up with suggestions, one thing is clear: in a world hungry for authenticity, the brands that win are the ones that hand over the mic. After all, this is not just Volkswagen's Golf anymore, it's South Africa's.

Volkswagen encourages people to share their nickname for the new Golf by commenting on any episode of the docuseries across Volkswagen's Instagram, Facebook, TikTok, or YouTube channels. People can use #NameThisGolf and #ForeverGolf to add their voice to the conversation, explore trending submissions and help cement a local legacy for a global icon. 

Volkswagen concludes that at the end of the 'Forever Golf' #NameThisGolf campaign, Volkswagen South Africa will adopt the chosen name as the official nickname for this generation of the Golf. To celebrate this collaboration with the South African public, Volkswagen will produce a limited run of vehicles with the winning nickname adorned on them.

For more information, visit www.vw.co.za. You can also follow Volkswagen South Africa on Facebook, X, or on Instagram.

*Image courtesy of contributor