Volkswagen AG

Major German automobile manufacturer.

It was founded in 1937 by the Nazi government to mass-produce a low-priced "people's car" (Volkswagen). After World War II it was rebuilt with Allied help, and within a decade it was producing half of West Germany's motor vehicles. U.S. sales of the small, rounded car were initially low, but an advertising campaign marketing it as the Beetle massively increased sales in the 1960s, making it the leading auto import in the U.S. Competition from other foreign compact cars brought Volkswagen near bankruptcy by 1974, but it rebounded with newer, sportier models such as the Rabbit. In 1998 it introduced a new version of the Beetle. With its affiliates Volkswagen operates plants worldwide; it also owns several other auto companies, including Audi and Rolls-Royce.

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▪ German corporation

      major German automobile manufacturer, founded by the German government in 1937 to mass-produce a low-priced “people's car.” Headquarters are in Wolfsburg.

      The company was originally operated by the German Labour Front (Deutsche Arbeitsfront), a Nazi organization; and Ferdinand Porsche was brought in to design the car. Production was interrupted by World War II, and by the end of the war both the Volkswagen factory and the city of Wolfsburg were in ruins. Allied attempts to revive the West German auto industry after the war centred on the Volkswagen, and in little more than a decade the company was producing half of West Germany's motor vehicles.

      Exports to most parts of the world were strong, but because of the car's small size, unusual rounded appearance, and historical connections with Nazi Germany, sales in the United States were originally slow. This changed in 1959, when an American advertising agency, Doyle Dane Bernbach, began a landmark advertising campaign, dubbing the car the Beetle because of its shape and pointing to its size as an advantage to the consumer. This campaign was very successful, and for some years following, the Beetle was the leading automobile import sold in the United States.

      The Volkswagen hardly changed from its original design, however, and by 1974, with increasing competition from other compact foreign cars, Volkswagen came near bankruptcy. This spurred the company to develop newer, sportier car models, among them the Rabbit and its successor, the Golf.

 Although the company had been founded by the German government, in 1960 the state essentially denationalized it by selling 60 percent of its stock to the public. Volkswagen acquired the Audi auto company in 1965. Volkswagen and its affiliates operate plants throughout most of the world. In addition to cars, the company produces vans and minibuses, automotive parts, and industrial engines. It owns several other auto companies, including Audi in Germany and SEAT (Sociedad Espanola de Automoviles de Turismo) in Spain, and it also makes and markets cars with Fiat of Italy and Škoda of the Czech Republic.

 

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