The Volkswagen Beetle is one of the most iconic vehicles in the history of personal automobiles. With its distinctive shape and reputation for reliability, it became a global phenomenon. In Kenya, however, the car’s success took a unique twist, thanks to an unexpected collaboration with Senior Chief Njiiri wa Karanja, a respected and influential figure in post-independence Kenya.
Chief Njiiri: The Unlikely Brand Ambassador
In 1966, Volkswagen featured Senior Chief Njiiri wa Karanja in an advertisement to promote the Beetle in Kenya. Chief Njiiri, a wealthy and powerful leader from Kinyona in Murang’a County, was already a prominent figure in the country’s Central region. His wealth and influence had grown during the colonial era, earning him recognition from both the British government and his fellow Kenyans.
Chief Njiiri’s reputation extended far beyond Kenya’s borders. His role in quelling the Mau Mau uprising even caught the attention of Buckingham Palace, prompting a visit from Queen Elizabeth II to his residence in 1955. By featuring him in their campaign, Volkswagen sought to leverage his fame and credibility to market the Beetle to a newly independent Kenyan audience.
The Beetle Campaign: A Royal Endorsement with a Humorous Twist
Volkswagen’s ad featuring Chief Njiiri carried the tagline, “With 34 wives, even a King has to cut a few corners,” adding a touch of humor to highlight the car’s affordability and practicality. The ad playfully referred to Chief Njiiri as “King Njiiri” and emphasized how the Beetle was a perfect fit for a family man with significant responsibilities.
The advertisement read:
“Big, fast, expensive cars have always been a passion with royalty, but a family man like King Njiiri of Kenya probably doesn’t have very much passion to spare or very much money. Which makes him the kind of a king that a Volkswagen is really fit for.”
At the time, the Volkswagen Beetle retailed for Ksh 181,765 (approximately USD 1,639). Its affordability, low maintenance costs, and durability made it an attractive option for many Kenyans. Volkswagen further described Chief Njiiri’s experience with the car, adding:
“So even though the old ones cost a good deal, they’re still a good deal. Especially, if you happen to get one that was owned by an elderly king who only used it once to go to court.”
VW Beetle 
Chief Njiiri
The Beetle’s Legacy in Kenya
The Volkswagen Beetle became a beloved vehicle in Kenya during the 1960s and 1970s. Its simplicity and efficiency appealed to both the middle class and the wealthy, cementing its place in the country’s automotive history. Despite Volkswagen exiting the Kenyan market in 1977, the Beetle’s charm persisted, and the company made a comeback in December 2016.
As for Chief Njiiri, his legacy extended beyond the Volkswagen campaign. He lived to the remarkable age of 100, passing away in 1974. He remained a symbol of influence and prosperity, having received the Member of the British Empire (MBE) honor from the British government for his contributions.
A Unique Partnership
The partnership between Volkswagen and Chief Njiiri wa Karanja represents a fascinating intersection of marketing, culture, and history. By associating the Beetle with a figure of Chief Njiiri’s stature, Volkswagen successfully positioned the car as a symbol of practicality and prestige in post-independence Kenya.
Even today, the story of Chief Njiiri and the Volkswagen Beetle serves as a reminder of how brands can creatively connect with local cultures to achieve global success.
It is important to note that Njiiri School is named after him as it was founded after his request to the Fort Hall(Murang’a now) District Commissioner to start an African Government Secondary School.
Chief Njiiri, very powerful during the colonial era and Mzee Jomo Kenyatta were longtime friends and had a very strong bond, which led to his kin vacating a parliamentary position for Mzee Kenyatta, consequently paving way for his Presidency.
Currently, the descendants of Njiiri wa Karanja are barely in politics but live across the globe running their businesses in privacy.
