How Volkswagen won back the American car buyer.
12/3/2001
America's enduring love affair with the Beetle is one of the ultimate illustrations of 'brand identification.' David Kelly, a writer for USA Today, chronicles the amazing history of Volkswagen from its early days as a partner in Hitler's dream of creating a "people's car" to its most recent comeback as one of the top automobile-selling companies in America. In the 1970s, Volkswagen began to lose its hold on the market with competitors like Toyota, but in 1998 Volkswagen staged an incredible comeback with the introduction of the 'New Beetle.' The story of Volkswagen is the story of brilliant advertising, from the legendary DDB ads to the most recent Arnold Communications ads for a brand that simply will not die.