Getting the Bugs Out: The Rise, Fall and Comeback of Volkswagen in America - Couverture rigide

Kiley, David

Couverture rigide

ISBN 10 : 0471403938 ISBN 13 : 9780471403937

Editeur : John Wiley & Sons Inc, 2001

Synopsis

This is the informative story of the rise, fall, and re-birth of Volkswagen - both the company and the car. An auto industry expert and experienced journalist explains how VW lost its focus for decades and then regained it through a better understanding of its core market, savvy marketing, advertising, and solid manufacturing and design. The book also captures the affection of people who love the advertisements, the cars, and the spirit of the company, with great inserts.

A propos du livre

Revue de presse

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)

"[Kiley] deftly reports on the mystique and the reality of one of the auto world′s enduring legends." (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)

Quatrième de couverture

getting the bugs out

"A fascinating read for anyone connected to the automotive industry. And for those of us who create car advertising and owe VW a debt of gratitude for raising the bar ––and our pay scale–– Kiley′s insights into the historic Beetle ad campaign of the late ′50s alone are worth the price of the book."––Larry Postaer, cofounder and Director of Creative Services, Rubin Postaer & Associates

"Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America is a fascinating ride from the past to the present in the life of an icon of the global automotive industry. David Kiley has painted a vivid and insightful picture of the genesis of Volkswagen. He provides an intimate view of the personalities and business intrigue in the unfolding Volkswagen drama."–– Dr. David Cole, Director, The Center for Automotive Research, Ann Arbor, MI

"David Kiley has captured what made the company and the brand so special. . . . It is a valuable read for anyone in business, anyone working on a brand, [and] anyone who has ever owned a Volkswagen or realized they were missing something by not owning one. It′s a fun and important story about a fun and important brand."––Donny Deutsch, Chairman, Deutsch, Inc.

"As an early Beetle owner and a financial journalist who has followed the successes and failures of Volkswagen in the U.S., I′ve been intrigued by David Kiley′s new book, which sheds new––and absorbing–– light on that phenomenon. Getting the Bugs Out is not only a fast–paced business story, but it also provides valuable insights into the major successes and blunders in marketing and manufacturing. What makes it a particularly good read is how Kiley skillfully weaves the VW saga around the personalities involved, both in the U.S. and abroad."––Myron Kandel, CNN Financial Editor

Détails de l'édition

• Éditeur: John Wiley & Sons Inc
• Date d'édition: 2001
• Langue: anglais
• ISBN 10: 0471403938
• ISBN 13: 9780471403937
• Reliure: Relié
• Nombre de pages: 320
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible