The Love Bug all the future scenes when Jim is braking. The second instance is on the ignition key, when Jim tries to shut down the braking Herbie. The later sequels produced, however, do promote the Volkswagen name (as sales of the Beetle were down when the sequels were produced). The VW "Wolfsburg" castle emblem on the steering wheel hub is also seen throughout the car's interior shots. Within the script, the car was only ever referred to as "Herbie", "the small car" or "the Bug"—the latter, although a common nickname for the Beetle, was not trademarked by Volkswagen at the time of
Volkswagen Beetle in Mexico de C.V. (Central Volkswagen Distributor), which opened its doors the following year as Mexico's first Volkswagen dealership. In 1961, the first 250 cars were assembled through Automex (later Chrysler de México). In June of that year, a six-month contract was signed with Studebaker-Packard de México to assemble the Beetle from CKD kits (“complete knock down,” or separated pieces) imported from Germany. The following year, 1962, the first Volkswagen assembly plant was established in Xalostoc, State of Mexico, under the name PROMEXA ("Promotora Mexicana de Automóviles" - Mexican Automobile Promotor). Opening in June, the plant turned out 10 assembled units per