In this highly readable and informative book, VW expert Richard Copping
tells the inside story of one of the world's most popular cars. Drawing
on his unique experience as an author of many VW books, the writer
reveals the secrets of the VW Beetle's success. Not only was the concept
of a cheap but reliable mass-produced car a sound one, but the fact that
the car was subjected to continuous improvement rather than radical
change meant the Beetle soon became an icon. Richard Copping also
analyses the successful marketing techniques that spread Beetle
manufacture and popularity around the world, including countries as far
afield as Brazil, South Africa and Australia. Under the leadership of
the ingenious Heinz Nordhoff, Volkswagen also ensured that manufacture
of the Beetle was fast, efficient and profitable. In the United States
in particular, the Beetle was the beneficiary of highly successful
advertising campaigns that sealed its reputation as a must-have cult
icon, alongside the popular VW Transporter. Accompanied by contemporary
colour illustrations, this book is a fascinating journey through the
development of an automotive phenomenon.
