Volkswagen's iconic hatchback, the Citi, is going into the garage – so to speak – for the last time after 25 years of adding colour to South Africa's roads

Volkswagen is determined to make sure it gets a proper farewell and is launching a countrywide campaign to say goodbye to this motoring legend.

The last Citi will be driving around the country to offer everbody the opportunity to view and even sign the vehicle.

VWSA marketing communications manager Carrin Merkel says: "The Citi is retiring. It's had an excellent run. It's the best-selling car in South African history, but the time has come for the end of Citi production.

"We're saying goodbye … but more importantly, we're giving the whole country a chance to say goodbye … with the car being the farewell card. Actually, this campaign is about the South African public saying goodbye – because the car has become theirs, as much as it is ours."

Victory lap

The entire "victory lap" can be followed at goodbyeciti.co.za and on Goodbye Citi's Facebook, Twitter, Flickr and YouTube pages - where the public can also post their messages.

The tour is being filmed to create a farewell television commercial for Citi.

Ogilvy Cape Town executive creative director Chris Gotz says the car has "become a friend to the South African people".

"The Citi brand means so many things to so many different people. Thousands drove it as their first car. To them, the brand is all about freedom. Others personalised their Citis. So for these people, it's about individuality. Some owned and drove a Citi for decades, and then passed it on to their kids. Some were even born in a Citi. In fact, almost everyone has a Citi story and Citi means something different to each of them," says Gotz

Record breaker

The Citi has broken every imaginable record for a car in its category and class, VWSA says. When first introduced in 1984, the retail price was R7 630. The most affordable Citi is currently priced at R84 700.

VWSA general manager of communications Bill Stephens says: "The decision to stop producing the Citi was a tough one. However, like all things in life, we have to adapt and move with an ever-changing environment. New technology, rapidly evolving consumer needs and demands, and new trends in the automotive industry have forced us to finally write the last chapter on the ubiquitous Citi."

The Golf 1 was introduced into the market in 1978. As the Golf 2 launch approached, VWSA recognised that its increased passenger and load space meant the Golf brand would move into a higher price segment, putting it out of reach of the traditional Volkswagen first-time car buyers. To fill the new market need a decision was taken to continue the production of the Golf 1, but to remodel it and give it a new name.

Red, Yellow, Blue

In anticipation of the launch of the Golf 2 in 1984, Volkswagen's idea was to produce a lower specification 'carry-over' of the Golf 1. Originally named the EconoGolf by product developers, this Golf 1 concept received a designer makeover by Volkswagen's advertising agency, Ogilvy Cape Town. The brief was to create something that would capture the imagination of the first-time car buyer.

The creative team at the time took renowned fashion designer, Jenni Button on board to help make this little car more than just a car – to make it a fashion accessory, a must-have. Button was integral in the design process of the first Red, Yellow and Blue Citi's.

Volkswagen's most optimistic prediction when the Citi first entered the market was that it would last for a maximum of five years. In 2006, 22 years later, Volkswagen was producing 131 units per day and sold 28 500 in that year. In July 2009 alone, Volkswagen sold 1 630 Citis. As 2009 draws to a close the last 1000 Citis have rolled off the production line.

These limited edition Citis are based on the original Golf 1 and are branded Citi Mk1. Each Citi Mk1 has been individually numbered and will be sold to the public in honour of this legendary brand.

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