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.
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