Getting The Bugs Out : The Rise, Fall, And Comeback Of Volkswagen In America

Kiley, David

ISBN 10: 0471403938 / ISBN 13: 9780471403937

Edité par John Wiley & Sons, Incorporated, 2001

Very Good condition. Very Good dust jacket. Hardcover edition. A copy that may have a few cosmetic defects. May also contain light spine creasing or a few markings such as an owner's name, short gifter's inscription or light stamp. N° de réf. du vendeur F06D-01962

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.

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)

Détails bibliographiques

Titre : Getting The Bugs Out : The Rise, Fall, And ...
Éditeur : John Wiley & Sons, Incorporated
Date d'édition : 2001
Reliure : Couverture rigide
Etat : Very Good
Etat de la jaquette : Jaquette