The "thing" vehicle has its origins in a WWII military vehicle; Hitler's "People's Car", which was about to go into production in the late 1930's, was instead pressed into service, with a redesigned paneled body. The style was revived in the 1970's to appeal to off-road enthusiasts, and was marketed in the United States with a TV advertising campaign. Like it's sister vehicle, the beetle, is ceased being imported the the U.S. in the late 1970's due to new emissions system requirements that made the vehicle inefficient and impractical.