Getting The Bugs Out : The Rise, Fall, And Comeback Of Volkswagen In America

Kiley, David

ISBN 10: 0471403938 / ISBN 13: 9780471403937

Published by John Wiley & Sons, Incorporated, 2001

Very Good condition. Very Good dust jacket. Hardcover edition. A copy that may have a few cosmetic defects. May also contain light spine creasing or a few markings such as an owner's name, short gifter's inscription or light stamp. Seller Inventory # F06D-01962

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.

About the Author: 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.

Bibliographic Details

Title: Getting The Bugs Out : The Rise, Fall, And ...
Publisher: John Wiley & Sons, Incorporated
Publication Date: 2001
Binding: Hardcover
Condition: Very Good
Dust Jacket Condition: Dust Jacket Included