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The People’s Car: A Global History of the Volkswagen Beetle
At the Berlin Auto Show in 1938, Adolf Hitler presented the prototype for a small, oddly shaped, inexpensive family car that all good Aryans could enjoy. Decades later, that automobile—the Volkswagen Beetle—was one of the most beloved in the world. Bernhard Rieger examines culture and technology, politics and economics, and industrial design and advertising genius to reveal how a car commissioned by Hitler and designed by Ferdinand Porsche became an exceptional global commodity on a par with Coca-Cola.Beyond its quality and low cost, the Beetle’s success hinged on its uncanny ability to capture the imaginations of people across nations and cultures. In West Germany, it came to stand for the postwar “economic miracle” and helped propel Europe into the age of mass motorization. In the United States, it was embraced in the suburbs, and then prized by the hippie counterculture as an antidote to suburban conformity. As its popularity waned in the First World, the Beetle crawled across Mexico and Latin America, where it symbolized a sturdy toughness necessary to thrive amid economic instability.Drawing from a wealth of sources in multiple languages, The People’s Car presents an international cast of characters—executives and engineers, journalists and advertisers, assembly line workers and car collectors, and everyday drivers—who made the Beetle into a global icon. The Beetle’s improbable story as a failed prestige project of the Third Reich which became a world-renowned brand illuminates the multiple origins, creative adaptations, and persisting inequalities that characterized twentieth-century globalization.
417 pages, Kindle Edition
First published April 9, 2013
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Displaying 1 - 13 of 13 reviews
January 1, 2022
A compelling account of the VW Beetle's inception, borne from a fascist's take on National Socialism to becoming a global icon of the automotive industry. The author goes in depth covering the rises and falls of West Germany's economy, and how the Beetle came to be viewed as a symbol of the country's resilience: an economic miracle. Reiger talks in depths about how the car meant different things to different people depending mainly on the context in which the car is introduced; being a runaway success in the US among the big players of Detroit whilst not leaving as big a mark in neighbours with more protectionistic policies, like the UK and Italy. I also enjoyed the several pictures of vehicle taken by owners through the generations, and some of the more iconic examples from Bernbach's ad campaign. Looking back, it's amazing how the Beetle line survived so long, following its more recent re-imagining in the form of the "New Beetle" in the late 90s.
Although containing a range of topics surrounding the vehicle, I noticed quite a significant amount of repetition throughout. The book would've been a much more pleasurable read were it have been written more concisely to avoid emphasising similar points across multiple chapters, and sometimes even several times within the same chapter. However, as someone's who's main connection to the Beetle is primarily through its pop-culture prominence, I'd say the book was still an enjoyable read and helped me understand the car's true roots, all the way to making VW what they are today.
Although containing a range of topics surrounding the vehicle, I noticed quite a significant amount of repetition throughout. The book would've been a much more pleasurable read were it have been written more concisely to avoid emphasising similar points across multiple chapters, and sometimes even several times within the same chapter. However, as someone's who's main connection to the Beetle is primarily through its pop-culture prominence, I'd say the book was still an enjoyable read and helped me understand the car's true roots, all the way to making VW what they are today.
August 4, 2022
Going into this book knowing virtually nothing about the Volkswagen Corporation’s political, social, and economic origins equipped me for an entire journey through four decades worth of research and interviews to accumulate to a brilliant story about one mighty car that has been beloved by people globally.
By the last page, I can assure any wary reader that the implications of Post-WWII globalization can have a lasting effect on any niche product, as well as the consumers who devote themselves to it. This is more than a research lecture or commentary piece of literature. This book tells a story that I never would have been able to conceive had I not miraculously stumbled upon this at the library.
By the last page, I can assure any wary reader that the implications of Post-WWII globalization can have a lasting effect on any niche product, as well as the consumers who devote themselves to it. This is more than a research lecture or commentary piece of literature. This book tells a story that I never would have been able to conceive had I not miraculously stumbled upon this at the library.
May 20, 2024
The People's Car, I found this book so interesting. I loved learning about the history of the car and how it started. Then how the car became a symbol for post war Germany's economy. And how the car's success was global in the mid 20th century. Then its evolution and legacy it left on us today. I love how much research and time that obviously went into this book. I loved how true the book was from the car's darker past, then its worldwide positive effects. I found this story so fascinating and unexpected, now I want to learn about other cars as well. I would absolutely recommend this book to car enthusiasts, someone who enjoys a good story, or just someone who finds this car interesting and wants to learn more about it.
March 2, 2023
A methodical history of the car as a consumer product, from Nazi roots to nostalgia decades later. This is not a book about carburators but the perceptions of the Beetle in West Germany, the US, and Mexico.
December 31, 2021
Kept this book in my 67 Squareback. Read a shorter history of VW before this one so I was a little prepared. Absolutely essential reading for any one who loves VWs. I’d love to hear Tom Hanks narrate this on an audio book. The author, Bernhard Rieger, professor at University College London of Modern and contemporary history, is well suited to write such a book. It clearly nuanced the entire history with an extensive notes section. No doubt a team effort as you will see in the acknowledgments. It helped me demystify the horror of its origins and National Socialism of WW2. Someone other than myself one said it was Hitler’s one good idea. I wouldn’t give him the same satisfaction. Rieger gives us ample examples while cleanly moving the history along in a very readable style.
Now in my very humble opinion, I was hoping for more stories and details about the collectors culture that is keeping the most successful car in history alive. That could be Rieger’s next book? Also while I love the beetle type one I also would have liked to learn more about the other National production cultures such as Brasil and other countries. The Mexican Puebla production culture was a great example. Well done.
That’s my two patina cents on a overall great history on the VW Beetle.
Now in my very humble opinion, I was hoping for more stories and details about the collectors culture that is keeping the most successful car in history alive. That could be Rieger’s next book? Also while I love the beetle type one I also would have liked to learn more about the other National production cultures such as Brasil and other countries. The Mexican Puebla production culture was a great example. Well done.
That’s my two patina cents on a overall great history on the VW Beetle.
May 28, 2016
A car whose design was initiated by Hitler, copied from Czechs by Ferdinand Porsche, revived by a British guy (Ivan Hirst) after the war and led to glory by a German again. This is the first time I have read a book that is entirely about one single car and its journey,
The history of this car is intertwined with that of pre-war Nazi administration and post war economic revival of Germany. Similar to Ratan Tata's dream for a people's car under 1 lakh, Hitler wanted a people's car which cost less than 1000 deutsche marks. Amidst many naysayers, Ferdinand Porsche cozied up to the Fuhrer and finalized this design for his pet project. This part of Beetle's history has been played down by Germany . One can also say that its adorable design negates its historical roots.
The plant in Wolfsburg was built during Hitler's rule, but the plant diverted its attention to military production during war years. After the war, Allied powers were keen to put Germany back on its foot as another economic crisis would give an opportunity for extreme right to take control of Germany again. (This was a lesson learnt from the first world war) .This made the British revive the Wolfsburg plant as it could generate jobs and revive the economy. In fact they deputed an abled military engineer named Ivan Hirst to run the plant till it could find a German CEO.
The rest is history. VW Beetle became a global icon and a best selling export model for VW. It contributed significantly to the post war prosperity in Germany.
The car was not just adorable, but also cheap to maintain and drive in rugged environments. 21, 529,464 of these were built during 1938-2003 points to the longevity and adoration the design enjoyed. Yes, I have dreamed about a Beetle for myself even before I understood what a car is. It is definitely an automotive icon . And the book does some justice to capture its role in 50s to 70s.
The history of this car is intertwined with that of pre-war Nazi administration and post war economic revival of Germany. Similar to Ratan Tata's dream for a people's car under 1 lakh, Hitler wanted a people's car which cost less than 1000 deutsche marks. Amidst many naysayers, Ferdinand Porsche cozied up to the Fuhrer and finalized this design for his pet project. This part of Beetle's history has been played down by Germany . One can also say that its adorable design negates its historical roots.
The plant in Wolfsburg was built during Hitler's rule, but the plant diverted its attention to military production during war years. After the war, Allied powers were keen to put Germany back on its foot as another economic crisis would give an opportunity for extreme right to take control of Germany again. (This was a lesson learnt from the first world war) .This made the British revive the Wolfsburg plant as it could generate jobs and revive the economy. In fact they deputed an abled military engineer named Ivan Hirst to run the plant till it could find a German CEO.
The rest is history. VW Beetle became a global icon and a best selling export model for VW. It contributed significantly to the post war prosperity in Germany.
The car was not just adorable, but also cheap to maintain and drive in rugged environments. 21, 529,464 of these were built during 1938-2003 points to the longevity and adoration the design enjoyed. Yes, I have dreamed about a Beetle for myself even before I understood what a car is. It is definitely an automotive icon . And the book does some justice to capture its role in 50s to 70s.
February 12, 2017
If Adolf Hitler and Nazi Party has ever done good things to this world, Volkswagen Beetle undoubtedly is one of those deeds. As part of Nazi Party's vision of modern society, in which individual car ownership is a must, this cute, little, unassuming, yet very reliable car was born with from the womb of a very scary, "thing". Yet, it is this VW Beetle that helped putting Germany back in the eyes of the world, turning into one of Germany's most visible icon, that like VW Beetle, Germany will always run, and run, and run. Furthermore, as a global icon which is on par with Coca cola or McDonalds, VW Beetle left its marks even in countries such as United States and Mexico, shaping those countries' culture.
December 16, 2013
Great overview of the history of the VW Beetle. Learned lots of new and interesting facts about the Beetle. Like did you know that Classic Beetle was being produced in Mexico up until the year 2003? Good stuff!
February 9, 2014
If the Nazis won the war, all Germans would be driving Beetles. Originally designed by Porsche to be "the people's car", to be manufactured according to Henry Ford's principles, the Volkswagen Beetle became a global favorite in the 1960's. Great book for historians and car afficionados alike.
Read
July 27, 2013Going to read this book instead,as it appears more lighthearted than this tomb: Thinking Small: the Long Strange Trip of the VW Beetle by Andrea Hiott
December 25, 2014
What an excellent and compact history: https://blogendorff.ghost.io/book-rev...
August 22, 2015
Enjoyed the history, but there was an awful lot of repetition, even within the same chapters. It could have been edited down by 25%. (I'm not kidding.)
April 16, 2017
Dry, but a good perspective
There is more to learn than like with this book. The title is a little deceptive in that it is largely a study in the socio-economic genesis and impact of the beetle, but the tale it tells is worth telling. I get the feeling this book could have been a lot more concise had it been better edited, however. There is much repetition or al least belabouring of points, and this materially detracts from its readability. Although it was harder work than it needed to be I learned much of immediate postwar history from the read, and I'm glad I did.
There is more to learn than like with this book. The title is a little deceptive in that it is largely a study in the socio-economic genesis and impact of the beetle, but the tale it tells is worth telling. I get the feeling this book could have been a lot more concise had it been better edited, however. There is much repetition or al least belabouring of points, and this materially detracts from its readability. Although it was harder work than it needed to be I learned much of immediate postwar history from the read, and I'm glad I did.
Displaying 1 - 13 of 13 reviews