GOL BX SOUZA RAMOS 1986

A LUCKY GOAL

Created by Souza Ramos at the request of Philips do Brasil, this exclusive personalization package transformed just 53 humble Gol BX models—all of them awarded as prizes in a promotional campaign tied to the 1986 World Cup

With only 53 units produced, the rarest air-cooled Gol could not be purchased. The only way to park one in your garage was to buy a Philips product during the 1986 FIFA World Cup in Mexico, fill out an entry form, and hope to be among the lucky winners of the “Se Liga Brasil” promotion. Fronted by comedian Jô Soares, the campaign also gave away another 4,040 prizes, including televisions, stereo systems, T-shirts, and Brazilian national team flags.

To make the promotion even more attractive, the electronics giant turned to Souza Ramos. In addition to operating one of Ford's most prominent dealerships in Brazil, the company also maintained a special-vehicles division known as SR Veículos Especiais, responsible for creating exclusive projects based on Ford and Volkswagen models.

At a time when imported vehicles were banned from the Brazilian market, these transformations—ranging from simple aerodynamic kits to comprehensive body conversions—enjoyed enormous popularity, becoming status symbols and objects of desire among automotive enthusiasts.

To create the promotional model, Philips do Brasil purchased 53 Gols from São Paulo Volkswagen dealership Sorana and delivered them to Souza Ramos for customization. Interestingly, all of the cars were ordered in the entry-level BX specification.

It is worth remembering that the sporty Gol GT had already been available for two years by then and had introduced Volkswagen's modern water-cooled engine technology to the Gol lineup.

In fact, the BX itself had been launched alongside the GT in 1984, effectively reviving the stripped-down “Pé de Boi” concept that Volkswagen had previously applied to the Beetle during the 1960s.

While water-cooled engines gradually spread throughout the Gol range, the BX relied on the proven 1.6-liter dual-carburetor air-cooled powerplant. The mechanical simplicity was matched by an equally basic interior, featuring vinyl seats without headrests and lacking virtually every comfort or luxury item available on higher trims.

There was no clock, no tachometer, no radio, no chrome trim, no lock on the passenger-side door handle, and not even reverse lights integrated into the taillamps.

The only even more basic Gol available at the time was the Gol panel van, which also retained the air-cooled engine but dispensed with the rear seat altogether.

EIGHTIES ATTITUDE

Inspired by the visual excess that defined the 1980s, Souza Ramos transformed the humble BX into a car bursting with personality and sporting appeal.

To accomplish this, SR applied its proprietary aerodynamic package known as the R-1 System. The kit included a custom grille featuring four framed headlights, wraparound bumpers connected by ribbed side moldings running the length of the body, body-colored LS-style mirrors, a decorative surround over the ventilation vents ahead of the windshield, black trim panels on the B-pillars, and the white wheel covers, known as supercalotas.

One lingering mystery concerns the availability of the rear spoiler carrying the SR logo.

The vehicle featured in the original promotional material does not appear with the spoiler installed. However, the component is found on several surviving examples.

“It may have been fitted only to some of the cars, or perhaps some winners installed it themselves afterward, since Souza Ramos was very well known and regularly advertised its products in the leading automotive magazines of the day,” suggests businessman Almir Rogério Simão Rodrigues, 52, current owner of the example photographed for this article—which, interestingly enough, does wear the spoiler.

Beyond its SR-branded makeover, the Philips Gol could also be identified by distinctive green accents, including adhesive side stripes bearing the “Se Liga Brasil” campaign logo on both sides of the vehicle.

Inside, the complete absence of accessories and the simplicity of the materials leave no doubt about the car's BX origins.

The sole exception is the sporty four-spoke steering wheel—the same used in the 1982 Gol Copa, Gol GT, and Passat GTS Pointer—which was available as an optional extra.

A SURVIVOR OF A UNIQUE PROMOTION

A resident of Monte Alto, in the interior of São Paulo State, Almir explains that his car was originally awarded through the Philips promotion to a nurse from the neighboring town of Vista Alegre do Alto.

“From what I was told, he kept the car for many years before trading it in at a dealership for something newer. My cousin went to that dealership looking for a Beetle and ended up buying the Gol instead. When I saw it, I went crazy because I've always loved classic and collectible vehicles. Even so, it took another four years before we finally reached a deal,” he recalls.

Despite showing the inevitable signs of age, the Gol retained virtually all of the unique details that defined its exclusive heritage.

“A few minor items required restoration, but overall the car was extremely original,” says Almir proudly, pointing to rare features such as the date-coded spare tire and even the original owner's manual, still registered in the name of Philips do Brasil.

Today, the enthusiast uses the car primarily for weekend drives and appearances at some of Brazil's leading classic-car events.

On those occasions, the unusual Gol almost invariably takes home awards—and, in the process, helps preserve a fascinating chapter in Brazil's automotive history.

After all, among the countless special editions produced throughout Volkswagen's history, few can match the rarity—or the story—of a car that could only be won through luck.