In the original Love Bug (1969), he was a US-spec 1963 Deluxe Sunroof sedan, which was a Type 117. He was painted Pearl White, which is a VW colour with the code L87. The film cars had insides painted grey so lights wouldn't reflect so much.
The three sequels were made in '74, '77 and '80. Disney used a few later models, such as US '67s with bigger windows, in various scenes and it's fun to spot them.
I wrote a detailed examination of the film and the car for our VW club, and you can read it at:
http://www.clubvw.org.au/love_bug.htm
The original race Herbie from the first film had a Porsche 356 engine and brakes. It still exists, having been restored, and is owned by a terrific VW guy in the States called Greg Carr. You can read about it at:
http://www.clubvw.org.au/herbie_no%202.htm
The Herbie Fans website is:
http://www.lovebugfans.com