Getting the Bugs Out
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Getting the Bugs Out: The Rise, Fall and Comeback of Volkswagen in America(Adweek Book S.)

Getting the Bugs Out: The Rise, Fall and Comeback of Volkswagen in America(Adweek Book S.)


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About the Book

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.

About the Author :
DAVID KILEY, the Detroit Bureau Chief at USA Today, is a journalist with fifteen years of experience covering the auto industry. Kiley has written extensively for Adweek and Brandweek magazines and has been featured as an automotive and advertising analyst on Nightline, CNBC, CNN, the Today show, and other TV news programs.

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) "[Kiley] deftly reports on the mystique and the reality of one of the auto worlds 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) "comprehensive account..." ("The Wall Street Journal," October 11, 2002) "comprehensive account of the car's (VW Beetle) American marketing" (Wall Street Journal (Europe), 16 October 2002) "David Kiley offers a fascinating case study of VW in the USreams of facts and anecdotes underpin a good read that brings the boomer years to life" (Marketing, 2 November 2002)


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Product Details
  • ISBN-13: 9780471403937
  • Publisher: John Wiley and Sons Ltd
  • Publisher Imprint: John Wiley & Sons Inc
  • Height: 240 mm
  • Returnable: N
  • Sub Title: The Rise, Fall and Comeback of Volkswagen in America
  • Width: 161 mm
  • ISBN-10: 0471403938
  • Publisher Date: 25 Oct 2001
  • Binding: Hardback
  • Language: English
  • Series Title: Adweek Book S.
  • Weight: 567 gr


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Getting the Bugs Out: The Rise, Fall and Comeback of Volkswagen in America(Adweek Book S.)
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Getting the Bugs Out: The Rise, Fall and Comeback of Volkswagen in America(Adweek Book S.)
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