Fahrvergnügen (German pronunciation: [ˈfaːɐ̯.fɛɐ̯ˌɡnyːɡn̩]) was an advertising slogan used by the German automobile manufacturer Volkswagen in a 1990 U.S. ad campaign that included a stick figure driving a Volkswagen car.
That German term means "driving enjoyment" in English (from fahren, "to drive," and Vergnügen, "enjoyment"). One of the tag lines incorporating the word was: "Fahrvergnügen: It's what makes a car a Volkswagen."
2. The Volkswagen "Fahrvergnügen Explained" print ad appeared in The Wall Street Journal on 2 February 1990.