Research Catalog

Getting the bugs out : the rise, fall, and comeback of Volkswagen in America

Title: Getting the bugs out : the rise, fall, and comeback of Volkswagen in America / David Kiley.
Author: Kiley, David.
Publication: New York : Wiley, 2002.

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Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan How do I pick up this item and when will it be ready?	Text	Request in advance	HD9710.U54 V655 2002	Off-site

Description

xvii, 302 pages, 8 unnumbered pages of plates; 24 cm

Summary

"For almost three decades, Volkswagen's ride has been on a wild track of many ups and downs. In between the heyday of the Beetle's popularity in the 1960s and the unveiling of the New Beetle in the 1990s, the beloved automaker lost its focus and suffered more than its share of near misses and total catastrophes. Poor decisions and banal advertising campaigns seemed to have stalled Volkswagen's growth for good.
And yet this remarkable company has found its way back to the top, with the Beetle now a reborn icon in the United States - and the sales of Volkswagen vehicles roaring toward levels not seen for thirty years.".
"Getting the Bugs Out is a story of how marketing savvy and advertising brilliance - combined with nostalgia and a fun-loving spirit - again won over the hearts (and wallets) of American consumers. Auto industry expert and journalist David Kiley traces Volkswagen's phenomenal turnaround, revealing all the intriguing details surrounding the birth and rise of the company as well as its downward spiral.
He presents a treasure trove of VW history, going back to the design of the original Beetle by Ferdinand Porsche and examining the launch in America, which attracted both curiosity seekers and auto enthusiasts with VW's great value and solid performance."--BOOK JACKET.

Subject

Bibliography (note)

ISBN

0471403938 (alk. paper)

LCCN

2001046543

OCLC

Owning Institutions

Columbia University Libraries