Development
While some controversy persists as to whether the Karmann Ghia was influenced by the styling of Virgil Exner’s d’Elegance, the consensus agrees that the design originated with Mario Boano, who bought Carozzeria Ghia, an Italian automobile design and coach building firm, in 1944. In 1953, after building a show car for Charles Ladouche’s Societe France Motors, Luigi Segre, Ghia’s commercial director, bought a Beetle from Ladouche. In just 5 months, Segre presented a prototype vehicle built on the Beetle’s chassis to coachbuilder, Wilhelm Karmann.
Karmann then presented the curvy coupe to Heinrich Nordhoff and Dr. Feuereisen, VW’s Managing Director and Vice President respectively. The men were impressed by the styling, but Nordhoff was concerned that it would be too expensive. After some discussion, the three men struck a deal: Karmann would build the car and Volkswagen would offer it for sale. In June 1955, the first Karmann coupe was complete, but was yet to receive a name.
In July of 1955, the coupe was introduced to the European press with the moniker Karmann Ghia. Two months later, it appeared at the Frankfurt Motor Show and received praise for its “purity of line and perfection of proportion that almost takes one’s breath away.” (Autosport, February 15, 1957)
Popularity
Unique style and form led to a huge public response, helping Volkswagen sell more than 10,000 within the first production year. American industrial designer Walter Dorwin Teague even added the Ghia among his list of the world’s most beautifully-designed products.
In a few years’ time, the Ghia was seen as a version of automotive haute couture. Ghia was placed in the same “fashion” category as Christian Dior’s New Look, symbolizing postwar prosperity with sculpted lines and superior craftsmanship. However, where Dior fashions were the height of excess, the Karmann Ghia was the epitome of styling sanity and mechanical simplicity.
The Ghia quietly slipped into VW’s showrooms, letting its quality design and handling speak for itself. Enthusiasts were listening, as demand for the Karmann Ghia exceeded supply during the 1950s. In 1961 the convertible Karmann Ghia was introduced and by 1962, new techniques were developed to replace the hand labor that went into the production of the Ghia, allowing for a price drop in the U.S. Enthusiasts could pay a mere $135.00 for a coupe and $200.00 for a convertible.
More Than a Pretty Face
While the Karmann Ghia was acclaimed for its design, it also featured several technological advancements, from a low-profile shape to designing a coach-built body on a widened Beetle chassis. All the Ghia’s windows were curved and the door and side-quarter windows were frameless.
The distinctive styling carried over into advertising as well, designed to affectionately poke fun at the Ghia’s lack of racing performance. By warning that other drivers would think the Ghia was much more expensive, Volkswagen effectively secured the Karmann Ghia’s place among pop culture.
During its production run, the Karmann Ghia received few exterior changes. Larger bumpers and rear signal lights were the most noticeable additions. Like the Beetle, rear suspension was introduced in 1969 and engine displacement increased from 1200cc to 1600cc. As other automotive manufacturers started offering competitive vehicles, the Ghia’s popularity waned and in 1974 production ceased. It was replaced by a new, range-topping sports coupe, the VW-Porsche 914.
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