To prepare the public for the arrival of the up! in 2011, Volkswagen spared no effort in showcasing concept cars and design studies. It all began with a prototype at the Frankfurt Motor Show in the fall of 2007, a vehicle in immaculate white with a three-door silhouette and wheels that had a neo-retro spirit close to the Beetle. The interior explored digital interfaces that are now standard in today’s vehicles. To illustrate the versatile nature of its future small city car, which would be available in both three and five-door versions, Volkswagen followed up with the space up concept at the Tokyo Motor Show two months later. This concept featured 5 doors, focusing on rear doors with an antagonistic opening and a body structure without a B-pillar, although these elements did not make it to production.
Moving on to 2011, Volkswagen showcased a series of five concepts at the Frankfurt Motor Show, signaling a shift towards leisure vehicles. The buggy up prototype emphasized freedom and linked to the Cross up concept, a rugged version of the up series. The e-up concept continued to emphasize electric mobility. The VW GT up concept set the stage for the up GTI in 2015, offering a sportier version. Finally, the Azzura Sailing Team Concept from Italdesign embodied the airy taxi philosophy of Capri, Italy, or could serve as the perfect addition to a yacht.
One of the significant developments in 2013 was the twin-up concept, which dabbled in diesel-hybrid technology, inspired by the VW XL1. This marked a stepping stone in the evolution of Volkswagen lineup. The brand continued to innovate with prototypes like the EcoFuel, cross up, and e-up, leading to the development of the practical e-load up “Follow me” in 2014. By 2015, the idea of the up GTI gained traction with the up TSI prototype, followed by the up GTI concept in 2017, showcasing the next generation of Volkswagen’s lineup.