Ebook Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America, by David Kiley
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Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America, by David Kiley
Ebook Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America, by David Kiley
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The fascinating story of Volkswagen's raging success and near collapse in America
After a wild ride of ups and downs for almost three decades, Volkswagen has regained its stature as one of America's most beloved auto makers. In Getting the Bugs Out, journalist and auto industry expert David Kiley tells the complete story of the rise, fall, and comeback of Volkswagen. Kiley traces the company's rise from Ferdinand Porsche's original design for the Beetle, through the Nazi era, and up to the Beetle's ascendancy during the flower-power 1960s. He explores the reasons for VW's downward spiral through the 1970s and 1980s, including the devastating management blunders that led to such failed efforts as the Rabbit, Dasher, Thing, and Scirocco, and equally catastrophic marketing initiatives, culminating in the notorious "Fahrfegnugen" series of ads. Finally, drawing upon his unique access to company insiders, Kiley tells the story of how Volkswagen achieved its phenomenal comeback beginning in the late 1990s through a combination of visionary management, cutting-edge product development, and brilliant marketing and advertising strategies.
David Kiley (Anne Arbor, MI), the Detroit Bureau Chief at USA Today, is a journalist with fifteen years of experience, ten of which have been devoted to covering the auto industry. He has written extensively for Adweek and Brandweek magazines.
- Sales Rank: #1837809 in Books
- Published on: 2001-10-12
- Original language: English
- Number of items: 1
- Dimensions: 9.35" h x 1.19" w x 6.18" l, 1.10 pounds
- Binding: Hardcover
- 256 pages
From Publishers Weekly
The story of how a rigid German automaker stormed the American market with its lovable Beetle, virtually disappeared, then came roaring back is told here by USA Today's Detroit bureau chief. Part skeptic, part admirer, Kiley details the car's roots in Nazi Germany, suggesting it grew out of Hitler's obsession with creating an autobahn and giving German citizens the chance to have their own cheap cars to drive on it. When VW infiltrated America in the 1950s, it found itself fighting Detroit's lumbering giants, who believed Americans simply desired a steady stream of gas-guzzling, chrome-plated behemoths. By remedying the almost complete lack of affordable cars with good mileage, the Beetle was able to overcome its strange appearance, weak engine and reputation of being "Hitler's car" and quickly developed a dedicated following, thanks to whimsical, innocent ads. But in the 1970s, cheap, reliable Japanese compacts began eating away at the Beetle's lead, and through the '80s, the company was mostly dormant in America, with Beetles supplying only collectors. Then, in 1994, VW bowled over the press with its presentation of the new Beetle. Another series of engaging ads helped put it into the limelight and return to a prominent position. Kiley is realistic about VW's future, noting that Beetle sales have been dropping off and other brands like Passat are not picking up the slack. Although Kiley pays too much attention to the advertising end of things this is an Adweek Book, after all he deftly reports on the mystique and the reality of one of the auto world's enduring legends.
Copyright 2001 Cahners Business Information, Inc.
From Booklist
How did Adolf Hitler's "people's car" shake off its Nazi roots to become the best-selling import of the 1960s, beloved amongst hippies, adventurers, and other independent thinkers? Journalist Kiley traces the rise and fall of the enigmatic Beetle in the U.S., beginning with Ferdinand Porsche's design prior to World War II. An immediate commercial flop, the Type 1 chassis was adapted for use as a military vehicle, and these early models, assembled by forced labor, proved to be superior transportation in any terrain. With the factory nearly destroyed, Volkswagen made a almost miraculous recovery to commercial success. Years ahead of its time, the first economy car became a hit because of superior workmanship, reliability, and simplicity of repair. An ingenious ad campaign in the U.S. really set the brand apart from Detroit's Big Three, but by the 1980s a flood of Japanese rivals and a failed attempt at a U.S. plant sent VW's quality and sales plummeting. The recent rerelease of the Bug begs the question, Is this just a nostalgia fad or is VW back? David Siegfried
Copyright © American Library Association. All rights reserved
Review
The story of how a rigid German automaker stormed the American market with its lovable Beetle, virtually disappeared, then came roaring back is told here by USA Today's Detroit bureau chief. Part skeptic, part admirer, Kiley details the car's roots in Nazi Germany, suggesting it grew out of Hitler's obsession with creating an autobahn and giving German citizens the chance to have their own cheap cars to drive on it. When VW infiltrated America in the 1950s, it found itself fighting Detroit's lumbering giants, who believed Americans simply desired a steady stream of gas-guzzling, chrome-plated behemoths. By remedying the almost complete lack of affordable cars with good mileage, the Beetle was able to overcome its strange appearance, weak engine and reputation of being "Hitler's car" and quickly developed a dedicated following, thanks to whimsical, innocent ads. But in the 1970s, cheap, reliable, Japanese compacts began eating away at the Beetle's lead, and through the '80s, the company was mostly dormant in America, with Beetles supplying only collectors. Then, in 1994, VW bowled over the press with its presentation of the new Beetle. Another series of engaging ads helped put it into the limelight and return to a prominent position. Kiley is realistic about VW's future, noting that Beetle sales have been dropping off and other brands like Passat are not picking up the slack. Although Kiley pays too much attention to the advertising end of things-this is an Adweek Book, after all-he deftly reports on the mystique and the reality of one of the auto world's enduring legends. (Nov.) (Publishers Weekly, October 1, 2001)
"a well-researched tale." (USA Today, December 10, 2001)
"...Kiley has written an entertaining insight into one of the more interesting corners of the car industry..." (Irish Times (Dublin), 14 December 2001)
"...engaging and informative...essential reading for anyone involved in promoting a brand " (Visions, The Peugeot Marque Magazine, January 2002)
"..it is a fascinating and sometimes inspiring read.." (Sunday Business Post, 27 January 2002)
"..offers a fascinating insight..a riveting read.." (Engineering Management Journal, February 2002)
Most helpful customer reviews
2 of 2 people found the following review helpful.
I am The Author
By David Kiley
Thanks for your interest in my book, which received the International Motor Press Association 2001 Ken Purdy Award for Excellence in Automotive Journalism.
You may learn more about the book, and can read excerpts, [on the web]...
1 of 1 people found the following review helpful.
Fantastic
By Computer Nut
I love VWs and I certainly wasn't disappointed by the author's handling of VW's history, their way of doing business and how they've contributed icons to people's lives. I loved this book! Thank you, Mr. Kiley!
0 of 0 people found the following review helpful.
Raises An Interesting Question - Doesn't Give an Answer
By John Mccarrier
This author raises the question - How did the most successful imported car brand lose its dominance to Japanese competitors? Unfortunately he never answers the question. The implied answer is that Volkswagen’s management was, in their own way, as arrogant and out of touch with American consumers as Detroit’s Big 3 automakers. He undercuts this idea by ending the book with visions of a glorious future for VW in the US thanks to the new Beetle introduced in 1997. They are currently in tenth place with a 2.3% market share. Not too glorious.
The author is comfortable writing about a few things; the rebirth of Volkswagen after World War II, the innovative advertising campaigns used to sell the original Beetle, politics within the company, and the introduction of the new Beetle in 1997. He doesn’t do well writing about the technical aspects of cars or concepts like market size and market share. He also ignores most of the new models brought to the U.S. by VW as potential Beetle replacements, especially the type 3.
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