基本信息·出版社：John Wiley and Sons Ltd ·页码：302 页 ·出版日期：2002年11月 ·ISBN：0471263044 ·条形码：9780471263043 ·版本：2002-11-15 · ...
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Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America |
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Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America |
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基本信息·出版社：John Wiley and Sons Ltd
·页码：302 页
·出版日期：2002年11月
·ISBN：0471263044
·条形码：9780471263043
·版本：2002-11-15
·装帧：平装
·开本：32开 Pages Per Sheet
·丛书名：Adweek Books
·外文书名：峰回路转: 大众汽车在美国的崛起
内容简介 在线阅读本书
Book Description
This is the 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, terrific advertising, and solid manufacturing and design. The book also captures the affection of people who love the new ads, the cars, and the spirit of the company, with great photo inserts.
Synopsis:
This is the story of the rise, fall, and re-birth of Volkswagen - both the company and the car. It 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.
Synopsis:
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.
David Kiley (Anne Arbor, MI), the Detroit Bureau Chief at USA Today, is a journalist with fifteen years of experience, ten of which have been devoted to covering the auto industry. He has written extensively for Adweek and Brandweek magazines.
From Publishers Weekly
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.
From Booklist
How did Adolf Hitler's "people's car" shake off its Nazi roots to become the best-selling import of the 1960s, beloved amongst hippies, adventurers, and other independent thinkers? Journalist Kiley traces the rise and fall of the enigmatic Beetle in the U.S., beginning with Ferdinand Porsche's design prior to World War II. An immediate commercial flop, the Type 1 chassis was adapted for use as a military vehicle, and these early models, assembled by forced labor, proved to be superior transportation in any terrain. With the factory nearly destroyed, Volkswagen made a almost miraculous recovery to commercial success. Years ahead of its time, the first economy car became a hit because of superior workmanship, reliability, and simplicity of repair. An ingenious ad campaign in the U.S. really set the brand apart from Detroit's Big Three, but by the 1980s a flood of Japanese rivals and a failed attempt at a U.S. plant sent VW's quality and sales plummeting. The recent rerelease of the Bug begs the question, Is this just a nostalgia fad or is VW back?
David Siegfried
Book Dimension
Height (mm) 224 Width (mm) 138
作者简介 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.
媒体推荐 Reviews
" Well researched . . . both a history lesson in brand development and a walk down memory lane."
– – USA Today Sole Winner of the 2001 International Motor Press Association Ken Purdy Award for Excellence in Automotive Journalism
" A fascinating read for anyone connected to the automotive industry. And for those of us in advertising who owe VW a debt of gratitude for raising the bar, Kiley’ s insights into the historic Beetle ad campaign of the late ’ 50s alone a worth the price of the book."
– – Larry Postaer, cofounder and Director of Creative Services, Rubin Postaer & Associates
" David Kiley has painted a vivid and insightful picture of the genesis of Volkswagen . . . 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, Michigan
" David Kiley has captured what made the company and the brand so special. . . . It is a valuable read for anyone in business . . . a fun and important story about a fun and important brand."
– Donny Deutsch, Chairman, Deutsch, Inc.
" If you’ re a fan of modern Volkswagens, you’ ll find this book fascinating reading . . . one of the more remarkable comeback stories of the past few decades . . . essential reading for students of marketing."
– European Car magazine
" Getting the Bugs Out is not o fast-paced business story, but it also provides valuable insights into the major successes and blunders in marketing and manufacturing. . . . Kiley skillfully weaves the VW saga aroundthe personalities involved, both in the U.S. and abroad."
– Myron Kandel, CNN Financial Editor
" Good storytelling about one of the great stories in the auto industry."
– www.thecarconnection.com
" Kiley . . . deftly reports on the mystique and the reality of one of the auto world’ s enduring legends."
– Publishers Weekly
