- Hardcover: 320 pages
- Publisher: John Wiley & Sons (31 Oct 2001)
- Language English
- ISBN-10: 0471403938
- ISBN-13: 978-0471403937
- Product Dimensions: 23.1 x 15.5 x 2.8 cm
- Average Customer Review: 2.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 1,904,218 in Books (See Top 100 in Books)
- See Complete Table of Contents
Getting the Bugs Out
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Product Description
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 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)
"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)
Visions, The Peugeot Marque Magazine, January 2002
"...engaging and informative...essential reading for anyone involved in promoting a brand
Inside This Book
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First Sentence
The proving ground for Concept 1, a reincarnation of the legendary Volkswagen Beetle, was the 1994 North American International Auto Show in Detroit. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
The proving ground for Concept 1, a reincarnation of the legendary Volkswagen Beetle, was the 1994 North American International Auto Show in Detroit. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
Format:Hardcover
Firstly, it is important to note that Kiley is an undisputed fan of the German automobile companies BMW and VW. This would not be a problem on the surface, but in reality it severely affects his objectivity.
Kiley places too much emphasis on marketing, his own specialist topic, on the rise, decline and comeback of VW in America. At times the book feels contrived, with Kiley forcing his knowledge of the marketing industry into the book when other factors are more important - great if you have a passion for marketing, but somewhat misleading given the title of the book.
On the plus side the book is readable, and offers an interesting insight into an icon of post-war America, the Beetle. However, after reading many books on the automotive industry, I find it hard to recommend Kiley's effort given its inherent flaws.
Kiley places too much emphasis on marketing, his own specialist topic, on the rise, decline and comeback of VW in America. At times the book feels contrived, with Kiley forcing his knowledge of the marketing industry into the book when other factors are more important - great if you have a passion for marketing, but somewhat misleading given the title of the book.
On the plus side the book is readable, and offers an interesting insight into an icon of post-war America, the Beetle. However, after reading many books on the automotive industry, I find it hard to recommend Kiley's effort given its inherent flaws.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
14 reviews
6 of 6 people found the following review helpful
Highly Recommended!
20 Nov 2001
Format:Hardcover
David Kiley's insightful tome is as charmingly idiosyncratic as his subject, the VW Beetle or "Bug." Beginning with the Bug's nasty political genesis as Hitler's "people's car," Kiley follows the methods marketers used to shape its 1960s and 1990s commercial identities. Kiley covers the Bug's marketing history, from the obtuse (managers didn't understand that it was essential to VW's U.S. identity) to the brilliant (its sales renaissance). We [...] recommend this book for its fascinating history, but also for its examples of marketing strategy and internal corporate knife-fighting that just might teach you a trick or two.
4 of 4 people found the following review helpful
Massage the Data
21 Nov 2001
Format:Hardcover
This is an inside look at a company with a unique history, ably rendered by Kiley, a fine journalist who covers the auto beat for USA Today. By taking readers deep within Volkswagen, and sharing the foibles, triumphs and tribulations of the famed automaker, Kiley has written an entertaining book.
2 of 2 people found the following review helpful
A Fascinating and Interesting Read
10 May 2002
Format:Hardcover
This is a top of the line book. It takes the reader through the history of Volkswagon in America. It speaks of the successes and failures and takes the reader behind the scenes to see how the company was/is run. Due to the history of Volkswagon, the book is entertaining and hard to put down. Kiley does a wonderful job of telling the facts in an interesting way. At times though, it does focus a lot on advertising which is both interesting and tedious. Although it can be hard to keep all the dates and people straight throughout the book, the experience of reading the book is fantastic. This is a great book for those who know a lot about cars and for those who are just merely curious.
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