Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America

by David Kiley

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.

302 pages, Paperback

First published September 30, 2001

Reviews

[Josh · Rating 4 out of 5]

From its earliest beginnings in Nazi Germany, to a countercultural icon, to the destruction (and supposed resurrection) of its reputation in the United States, Volkswagen's is truly a remarkable story. In post-war Germany, after the Wolfsburg factory had been bombed and looted, the workers stayed on building Type 1 "Beetles" out of leftover parts to barter for supplies and more parts. The car itself -- commissioned by Hitler and designed by Ferdinand Porsche -- was so loved, even by the American servicemembers who had fought against Wolfsburg-produced military equipment based upon the Type 1's platform, that it was exported throughout the world to ultimately become a cherished member of automotive history. Also told here is the story of how Volkswagen tanked in America and ruined its reputation during the 80s and 90s with limited products and terrible quality. That legacy continues to haunt the company today.

Sadly, much of the book's content is a bit dated. The historical stuff is still relevant, and it's well-researched and well-written. But, at the time of its publication, the New Beetle was still new and Volkswagen was on the upswing with its incredibly successful "Drivers Wanted" marketing campaign. Today, the story isn't so hopeful. With declining sales, the lack of competitive CUVs, and with infighting among the leadership, Volkswagen is again on the decline in the United States.

My only complaint is that this book reads like it was stitched together from a bunch of independent articles, which it most probably was. The author is ridiculously repetitive at times. At one point, he reminded us that the marketing company Arnold had been bought out and renamed at least three times in as many pages. In another example, he makes reference to people he won't introduce until the next chapter.

Despite its flaws, if you're at all interested in Volkswagen's unlikely history, this book is worth a read.

[Ronald_h · Rating 3 out of 5]

Interesting, but reads more as a business book than anything else.