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A fascinating read for anyone connected to the automotive industry. This is not only a fast-paced business story, but it also provides valuable insights into the major successes and blunders in marketing and manufacturing.
Wiley
November 2002
302 pages
ISBN: 0471263044
Hardcover (reprint)
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Non-Fiction
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.
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