Chronik Volkswagen AG

Transcription

1961–1972
The Beetle-maker between Boom and Crisis
Mass production of the Beetle and the flourishing export business help Volkswagen reach a leading position in
Europe. Thanks to greater productivity, the company built twice as many automobiles in 1964 as the second
place manufacturer. In Germany, Volkswagen reached a share of almost 33 percent in the passenger car
market, and more than half of newly registered vans carried the Volkswagen trademark. Volkswagen overcame
the switch from a seller's market to a buyer's market during the earlier 1960s without a slump in sales by
adding the VW 1500 to its product range and by increasing its presence on international markets. In 1963, the
world's largest automobile exporter sold about 60 percent of its production to European markets and to the
United States, where the Beetle's popularity was comparable to its dominance at home. After four good years
with an average growth of 20 percent, exports to the United States rose to just under 330,000 in 1964. At the
end of the year, the plant erected in Emden began assembling the Beetle in order to assure sufficient supplies
for the North American market. Exports to Europe, however, did cause some concern. On the one hand,
protectionist measures made Volkswagen's appearance on some of these markets troublesome. It was
especially difficult to gain ground in Italy and France during the early 1960s. On the other hand, competition
grew noticeably in Volkswagen's main European markets after other manufacturers raised quality and features
of their vehicles to Volkswagen standards. Even in a domestic market long dominated by the Beetle, times
were changing. American manufacturers brought their large 1.5-liter automobiles onto the market, and their
appearance appealed to a wider section of consumers than the rather compact models. In direct competition
with these vehicles, sales of the formerly successful VW 1500 did not meet expectations in 1964. Thus, a
second important product after the Beetle began to falter.
In order to improve competitiveness, Volkswagen examined the possibilities of cooperative ventures with
Daimler-Benz. The reorganization undertaken in 1964 left the Wolfsburg automobile manufacturer the
production of vehicles under 2 liters. Volkswagen used the opportunity to officially acquire 75,3 percent of the
Daimler-Benz subsidiary Auto Union GmbH in January 1, 1965. The plant's assets included a yearly capacity of
100,000 vehicles, 11,000 employees, a sales network with 1,200 dealerships and a new generation of engines.
On the debit side, however, were large stockpiles of vehicles and a substantial financial crisis. This was due to
the fact that Auto Union GmbH built a comparatively low quality, but nevertheless expensive vehicle, which
was consequently difficult to sell. Organizational changes and a rethinking of the product were immediately
necessary in order to get Volkswagen's newest subsidiary out of the red. Starting in September, the plant in
Ingolstadt produced the “Audi 72”, which designers quickly refashioned out of the DKW F 102. This measure
did not lead to an immediate financial breakthrough, but the vehicle remained the central model of a range
with which Auto Union ensured its status as an independent brand within the Volkswagen Group.
With reduced earnings, Volkswagen entered the first postwar recession in 1966/1967, which ended an
exceptional and unusually long phase of prosperity, heralding the return to normal economic conditions. The
declining demand on the domestic market forced the company to reduce the number of vehicles manufactured
in 1967: The production of the Beetle was cut by 14 percent and the VW 1500 was decreased 35 percent.
Although the economy as well as Volkswagen's sales figures improved by the end of the year, the short sales
crisis had a lasting impact on Volkswagen. It demonstrated the economic susceptibility of large-scale standard
production, which, at the same time, came under pressure by internal changes in production and in model
policies. The production depth as well as the variety of models with many different features built up by the
company over the previous years led to a decrease in productivity and reduced the company's efficiency.
Volkswagen's main competitive advantage – the mass production of one model – now threatened to become
an ominous disadvantage. The degree of motorization and greater competition on most important markets cut
off the possibility of compensating for losses by increasing sales to the same extent or by raising prices.
It was during this period of radical change that the Heinrich Nordhoff era ended. He held firmly onto the
Volkswagen saloon, which during his leadership was perfected into the technically mature Beetle, as well as on
the combination of mass production and the global market orientation, leading the Volkswagenwerk to the
pinnacle of the European automobile industry. In order to maintain this position far-reaching changes were
necessary after Nordhoff’s death, who had been Chairman for 20 years.
In order to improve yields, Volkswagen introduced a number of cost cutting measures in 1968. Along with the
rationalization of production, the company invested in expanding research and development, redefining their
importance. The recruitment of technicians and engineers as well as the systematic training of executive
talents were now given greater emphasis. With the start of production of the VW 411 in September 1968, the
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Wolfsburg automobile manufacturer continued to move away from its dependency on the Beetle. However,
with its daily production of 4,200 units, it still remained the lifeblood of the company. In order to maintain its
competitiveness, Volkswagen developed the VW 1302 featuring a new chassis and twice as much trunk space
and which went into standard production as a sedan and convertible in 1970. Not all efforts could, however,
change the fact that the Type 1, which featured an air-cooled rear engine, lost its attractiveness. A new
generation of small and mid-sized vehicles with water-cooled engines, front-wheel drive, larger interior and
trunk space, as well as new styling conquered the market. Sales of the Beetle dropped in 1970, but the losses
were made up by the success of the South American subsidiary as well as by the recently merged Audi NSU
Auto Union AG, whose models served an increasingly growing market segment. Volkswagen now concentrated
its activities on the important task of developing a new range of products and designing a worthy successor to
the Beetle. Decreasing domestic demand was followed by sales problems abroad, intensified by the move to
flexible exchange rates. The revaluation of the Deutschmark in the early 1970s impacted on Volkswagen
exports and led to stronger competition from foreign automakers on the domestic market as demand fell.
Volkswagen responded to changes in exchange rate policy by increasing prices because higher production
costs and lower yields left little leeway for any other course of action. As a result, prices relative to other
automakers and the company's competitive position on key volume markets worsened. This applied in
particular with regard to Volkswagen’s exports to the United States, the main export market, where
Volkswagen of America’s profits and sales were curtailed by exchange-rate induced cost handicaps compared
with Japanese and American automakers. Between 1970 and 1972, Volkswagen of America's sales dropped
from about 570,000 vehicles to just under 486,000. To make matters worse, the Beetle's popularity among
Americans began to decline as the model started lagging behind automobil progress in terms of drive
technology, consumption and safety.
Volkswagen confronted this crisis with a combination of cost cuting measures and high investments in product
development and manufacturing. At its core, the costly rationalization program was aimed at implementing
new technical and organizational methods in the production process. Computer technology would provide most
of the innovation. Electronic data processing could now manage production processes, greatly improving
rationalization. Volkswagen put all the essential elements of successful crisis management into place. All
hopes now rested on the shoulders of a new generation of Volkswagens.
1961
January
The partial privatization of Volkswagen results in a new “people’s stock” in
the Federal Republic of Germany. By March 15 of this year, Volkswagen
stocks with a total face value of 360 million DM are sold for 350 DM each.
The proceeds from the sale are transferred to “Stiftung Volkswagen”, set up
in 1961 to promote scientific research with independent legal statutes under
civil law and registered in Hanover. Activities are financed by interest on the
capital of the Foundation and the annual dividends from the Volkswagen
shares held by the Federal government and the State of Lower Saxony.
1961
Permanent pioneer: 32 years before the German Reichstag was wrapped,
the Beetle is already packaged up. This car is destined for the USA.
1961
Volkswagen has a strong presence with its comprehensive Transporter
program and industrial engine range at “Der Rote Hahn”, the international
exhibition for rescue, fire prevention, disaster relief, safety and security, in
Cologne. Versions of the Transporter specially designed to meet the needs
of firefighters, rescue services and disaster relief prove eminently practical
and soon become a familiar sight.
1961
September
At the International Automobile Show in Frankfurt Volkswagen launches the
VW 1500. By introducing this model, the Volkswagen Board attempts to
reduce the company’s dependence on the Beetle. Two versions go into
production: the sedan in September 1961, and the Variant in February 1962.
1961
October 18
The most complicated civil case in the history of the Federal Republic of
Germany ends after 12 years in a settlement between Volkswagen and the
former KdF-savers. The latter went to court to demand the delivery of
Volkswagen automobiles in accordance with the deals made with the
German Labor Front. Depending on the sum saved, the savers receive a
maximum discount of 600 DM on the listed price for the purchase of a
Volkswagen automobile or a cash settlement of up to 100 DM.
1961
The thousandth vehicle exported to Paraguay marks an excellent
achievement by Volkswagenwerk AG on an export market with a population
of 1.5 million.
1961
At 1:55 p.m., the five millionth Volkswagen built since 1945 leaves the final
assembly line in Hall 12. Volkswagen is the first European car maker to
achieve such a success. The pearl white anniversary vehicle decorated with
colorful chrysanthemums is officially presented to the International Red
Cross in Geneva at a ceremony.
1961
At the last works meeting of the year, Chairman Heinrich Nordhoff looks
back on a successful year, highlighting achievements such as the 40-hour
week, the six percent profit-sharing bonus, the symbolic “people’s” share in
the company, the special bonus for the five millionth vehicle and the
Christmas bonus on a par with the previous year: “Unilateral solutions come
easy, but combining a commitment to social responsibility with a
competitive approach and building the biggest, best and most efficient car
making factory on the European Continent without using other people’s
money – that is something that did not exist before the Volkswagenwerk,
that is our Volkswagenwerk and there is nothing else quite like it.”
1961
The new three-storey laboratory building houses the acoustic lab as well as
the chemical analysis facilities and the electrotechnical measuring and
material testing department plus workshops.
1961
4,896 Volkswagen Service stations in Europe: a tight knit network of
workshops helps customers with defective shock absorbers or punctured
tires. No car is immune to those kinds of problems: “Niemand ist
vollkommen.” (“Nobody’s perfect”) – not even when Beetle quality is
checked by 7,308 inspectors during the production process. A witty and
honest plea for the reliability of the customer-friendly Volkswagen Service.
1961
The “Volkswagen Station Wagon” was purchased by 23,300 customers on
the American market in 1961. At that time, this represented approximately
one seventh of Beetle sales. “Volkswagen Station Wagon” sales rose
steadily during the 1960s, reaching 65,000 in 1970. When the last units
were sold in the United States in 1993, over 940,000 “Volkswagen Station
Wagon” in all its shapes and forms had been delivered to customers – a
proud achievement after 43 years.
1961
Volkswagen commercial “Gebrauchtwagen” (used cars) do not just attract
the attention of moviegoers.
1962
Production of the “Variant”, the station wagon version of the exclusively
two-door Type 3, begins in February 1962 and sales of 20,338 units in the
model’s first year already account for 20 percent of the VW 1500 sedan
sales figures. With cargo space of 1,200 liters located over the 45 or 54 hp
rear engine, the vehicle is popular with families and is also ideal for
transport or delivery purposes. Even today, Volkswagen’s successful models
that epitomize the functional use of space are still called “Variant”.
1962
The cockpit of the VW 1500 Variant is an excellent illustration of the
contemporary simplicity and pragmatic design of control instruments.
1962
January
The wall erected between East and West Germany in August 1961 resulted
in an end of workers commuting from the German Democratic Republic.
Volkswagen starts to employ foreign “guest workers”, mainly from Italy, in
order to meet labor needs. The number of foreign workers rose
spectacularly in 1962 from 730 to 4,494. By the end of the year, 3,188
Italians are employed in the Wolfsburg plant, living in the “Italian Village”
erected especially for them.
1962
The Type 3, available as a sedan or Variant, expands the Volkswagen model
range in the lower mid-class. The two-door vehicle with an air-cooled
4-cylinder boxer engine has a much more spacious interior than the Beetle
and has the lines of a classic sedan in contrast to the Beetle design. A total
of 127,421 VW 1500 are built in Wolfsburg in 1962.
1962
Bremen is an important port for Volkswagen exports. Depending on the
country of destination, models built in Germany are also exported from
Hamburg, Bremerhaven and Lübeck.
1962
As part of the German development aid scheme, Volkswagen delivers twelve
sedans built in Wolfsburg to be used by the postal services in Tongo.
1962
October 2
The one-millionth Volkswagen Transporter rolls off the assembly line in the
Hanover plant.
1962
December 20
Volkswagen increases its involvement in the housing market by establishing
the “VW-Siedlungsgesellschaft m.b.H.” (VW Settlement Property Company)
with main offices in Wolfsburg in order to take advantage of any
opportunities that might come up to build or acquire housing for the
workforce. In 1962, Volkswagen invests about 40 million DM in housing
projects, 15 million DM of which is for accommodation near the Berlin Bridge
in Wolfsburg. Although the housing offered by the company cannot keep up
with the growing workforce, it does help to hold on to workers for the
domestic plants and keep labor turnover to a minimum. The non-profit
housing company limits its own building activities in 1964 in favor of
administering construction projects of the Settlement Property Company,
whose capital is doubled to 20 million DM. At this time, the two companies
own a total of 7,646 apartments in Wolfsburg, Hanover and Kassel.
1962
UNICEF receives mobile assistance for its work in the form of the one
millionth Transporter, which is officially presented to the United Nations
Children’s Fund in Paris.
1962
Producing vehicle components such as wheel rims was still heavy manual
work.
1962
“5 Millionen Volkswagen” (“5 million Volkswagens”)
New production record at Volkswagenwerk AG: 5 million Volkswagen in only
16 years. The two tables framing the VW trademark document the incredible
pace of growth. These columns listing “VW production” and “VW exports”
bring home the company’s successful journey to the reader as well as
pointing the way to the future.
1962
“Es gibt Formen, die man nicht verbessern kann.“ (“Some shapes are hard
to improve on.”)
Agency: Doyle Dane Bernbach
Art Director: Paul Wollman
Texters: David Herzbrun, Claus Harden
Photographer: Charles Wilp
The second advertisement designed by DDB in Germany appeared at a time
when Beetle sales in Germany were coming under pressure from models by
competitors which were comparable in price and size and promised the
same efficiency and quality.
1963
January
After expanding its distribution functions to the State of Victoria, the
Australian sales company “Volkswagen (W. A.) Pty. Ltd.” is renamed
“Volkswagen (Sales) Pty. Ltd.”, and the “Volkswagen Distributors Pty. Ltd.”
is renamed “Volkswagen (Services) Pty. Ltd.” During the current year,
Volkswagen Australasia tries to augment exports to Southeast Asian and
South Pacific countries.
1963
January 15
The Volkswagen transportation ship “Johann Schulte” leaves the shipyard.
With a loading capacity of 1,750 Volkswagens and a speed of 17.25 knots,
the ship, the largest and fastest ever built for Volkswagen, expands the
desperately needed transport capacity for overseas exports.
1963
Special versions of the Volkswagen Transporter work wonders with space.
The Hanover plant can design a vehicle to suit every need.
1963
Volkswagen began its exports to the United Kingdom by shipping 900
vehicles in 1953; only ten years later, on June 18, the one hundred
thousandth vehicle – a red VW 1500 – was delivered.
1963
Volkswagen responded to the challenge of ever-growing overseas exports
by purchasing its own ships. In 1963, 430,366 finished new cars and 41,784
SKD or CKD sedans and Transporter were shipped. An additional 72,617 CKD
kits were also dispatched by sea.
1963
April
Because of the increasing production of the Beetle and a chronic labor
shortage in Wolfsburg, it becomes necessary to streamline and automate
production. The Wolfsburg plant automates the assembly of the
body-in-white by introducing a new 180-meter long assembly line, which can
produce 3,300 units a day in two shifts. The new machinery, which took one
year to install, manages 16 different operations. For example, the front and
rear sections of the vehicle can be welded to the roof with 300 spot welds
and millimeter accuracy. The 440 workers previously needed to carry out
these tasks can now help increase capacity levels in other production areas.
In order to supply the assembly line with enough body parts, 57 new presses
are set up. The paint shop is modernized and expanded by adding two new
lines. At the end of December 1963, 43,722 employees work at the
Wolfsburg plant.
1963
Volkswagen general importers and dealers use the invitation to Wolfsburg to
learn about the latest product and marketing strategies at internal seminars
and information events. Apart from the business side of these visits, a
cultural program gives the guests the opportunity to find out more about
Wolfsburg and its surroundings. After the Berlin Wall went up, the inner
German border not far from Wolfsburg is one of the most popular
destinations.
1963
The VW 1500 even cuts a good figure in plexiglass!
1963
Fifteen years after entering the Swedish market, the new Volkswagen Center
opens in Södertälje. While the Swedish general importer AB Scania-Vabis
only imported 7 Volkswagen in 1948, the figure rises to 43,391 new cars in
1963. The modern Volkswagen Center designed by the architect Anders
Berg is officially opened in the presence of Heinrich Nordhoff and Wilhelm
Karmann on September 28, 1963.
1963
“DM 3,50 das Pfund.” (“$1.02 a pound.”)
Texters: Claus Harden, Jane Talcot
Photographer: Harold Krieger
The original headline captures the value for money performance of the
export sedan. The creative minds at the agency had the courage to
advertise the Beetle as if it were tomatoes on a market stall or meat at the
butchers. This originality attracted the attention of many readers and
brought humorous letters such as: “Please send me one quarter of a pound
of Volkswagen. I have enclosed 80 Pfennig in postage stamps.”
1963
“Der VW läuft und läuft und ...” (“ Why do we sell so many Volkswagen?: The
VW goes and goes and goes”)
Texters: David Herzbrun, Claus Harden
Photographer: Charles Wilp
One of the early advertisements in the German Beetle campaign,
remembered by many because the headline became a popular saying. The
series of photos underscores the headline: reminiscent of a film the
storyboard presents the reliability of the Beetle, which “runs and runs and
runs..............” on its journey into the horizon.
1963
As this commercial shows, New York is crazy about the Beetle, too.
1963
In this commercial the Beetle is a familiar figure in the country of the Aztecs.
1964
January 15
The establishment of “Volkswagen de México, S.A. de C.V.” in Mexico City
marks Volkswagen’s changeover from assembly to production after new
import regulations made importing vehicles increasingly difficult. The new
Volkswagen subsidiary acquires “Promexa S.A.”, the former Volkswagen
representative in Mexico, and now produces Volkswagens. In 1965, sales
increase by 59 percent. In order to meet growing demand, a new production
site is established in Puebla. It goes into operation in November 1967,
utilizing the products of Mexican suppliers in accordance with government
quotas. With 22,220 sold vehicles, Volkswagen de Mexico attains a market
share of 21.8 percent in the following year.
1964
The sixth millionth front axle for a Beetle is produced in the Brunswick plant
on January 8. The Brunswick plant employs 5,120 people.
1964
The commencement of construction work on the new plant in Emden in
early March marks the beginning of Volkswagen’s next step towards
optimizing production capacity for overseas exports. For the East Friesland
region, the company’s commitment brings a noticeable improvement on the
labor market. The unemployment rate falls rapidly by over ten percent as
building work begins.
1964
Two VW 1500 S clinch a double victory in the 1300 to 1600 ccm class at the
famous Monte Carlo rally.
1964
At the invitation of the Volkswagenwerk, the Berlin Philharmonic Orchestra
conducted by Herbert von Karajan performs for an enthusiastic audience of
over 3,000 in the Versuchshalle of the Wolfsburg plant on the evening of
April 25. The program includes Symphony Nr. 29 by Wolfgang Amadeus
Mozart, Richard Strauß’ symphonic poem “Don Juan” and the 6th Symphony
by Pyotr Ilyich Tchaikovsky.
1964
The Volkswagen Karmann Ghia developed in close cooperation with the
Osnabrück-based company Wilhelm Karmann GmbH becomes an icon of
elegant sportiness. Production of this design classic ceases in 1974 after
485,964 coupes und convertibles have been built.
1964
In the press shop, blanks are turned into pressed parts in several production
steps. Several presses set up in long lines produce high-precision large
components such as doors, hoods or roofs. Today, modern large-scale
presses perform several functions in one machine, replacing entire press
lines.
1964
December 8
The plant in Emden, constructed especially for overseas exports, begins
producing the Beetle. The manufacturing structure of the new site, which
encompasses four halls with 140,000 square meters, is designed with
exports for the North American market in mind. The assembly plant receives
bodies from Wolfsburg, engines from Hanover, transmissions and frames
from Kassel and front axles from Brunswick. Only the seats and wiring
harness are produced locally. Over 500 vehicles roll off the assembly line
each day. They are shipped from the company’s own port directly to the
United States and Canada. By March 1966, the plant expanded its assembly
capacity to 1,100 vehicles a day. The workforce grew correspondingly from
790 to 4,487 employees by the end of 1966. At first production was limited
to the Beetle and the Transporter, but is expanded with the start of the
production of the Golf in June 1974. Production is appropriately diversified.
1964
December
Volkswagen Australasia Pty. Ltd. is required to increase the national
production content to 95 percent by 1969. In exchange, the Australian
government guarantees duty free imports for the next decade. In order to
meet the government’s plans Volkswagen undertakes a reorganization of
the Australian branch: Volkswagen (Australasia) Pty. Ltd. is renamed
“Volkswagen Australasia Ltd.” in 1964 and takes over the complete
production facility of Volkswagen Manufacturing (Australia) Pty. Ltd., which
becomes “Volkswagen (Distribution) Pty. Ltd.”. Direct sales to the States of
Victoria and West Australia are transferred from “Volkswagen (Sales) Pty.
Ltd.”, which was dissolved in 1964, to Volkswagen (Distribution) Pty. Ltd. In
spite of all of these efforts, the situation of the Volkswagen’s Australian
subsidiary worsens because production costs are high and peak capacity
levels are not met. In addition, the automobile does not seem to meet the
taste of the general public. By contrast, the comparatively primitive models
made by the competitors are designed especially for the Australian market
and can be manufactured more cheaply. Volkswagen Australia’s sales drop
dramatically by 1966 from 34,588 to 19,586 vehicles. Continuing losses and
volume competition, especially from Japanese manufacturers who have an
advantageous position on the Australian market thanks to intensive bilateral
trade relations, forces Volkswagen to stop its production in 1968.
Volkswagen Australasia is renamed “Motor Producers Ltd.” and returns to
assembling CKD (completely knocked down) automobiles from imported
kits.
1964
“Wie lange werden wir die Linie halten?” (“How much longer can we hand
you this line?”)
Art Directors: Helmut Krone, Paul Wollman
Texters: Bob Levenson, Claus Harden
1964’s best-seller of the year (just under 950,000 vehicles) faces up to the
widespread public discussion on a successor with this ad. Continuous
improvements and technical developments are Volkswagenwerk AG’s
answer. But the Beetle’s inimitable line remains its recipe for success.
1964
“Ein Volkswagen. Ganz klar.” (“A Volkswagen, oviously.”)
Art Directors: Helmut Krone, Paul Wollman
Texters: Bob Levenson, David Herzbrun
Photographer: Wingate Paine
Award: Art Directors Club Deutschland 1965
A Volkswagen in the snow – a never-ending story, not just in the snow
plough ad. Arctic temperatures, storms, blizzards or icy roads – the Beetle
and its air-cooled rear engine master them all: “On the road in all weathers.”
1964
The VW 1500, the Beetle’s big brother, is also a match for any mountain
pass.
1964
If there is no snow plough, the Beetle battles its own way through the cold
and snow.
1964
From chassis, engine and body – Volkswagen is an excellent alternative.
1965
January 1
The Daimler-Benz subsidiary “Auto Union GmbH” in Ingolstadt is taken over
by Volkswagenwerk AG, which acquires the company’s capital in accordance
with their agreement in installments. By assuming ownership of this
traditional and innovative brand, the Volkswagen Group widens its
production range. At the same time, Volkswagen also gains access to a new
generation of engines. The Audi, based on the DKW F 102 and produced
since September 1965, is notable for its water-cooled 1.7-liter turbo injection
engine, front-wheel drive, a modern chassis and a maximum speed of just
under 150 kph. Auto Union GmbH joins the Volkswagen Group as an
independent subsidiary and forms the beginning of a group of brands.
1965
February 8
Volkswagen of America, Inc. begins taking over responsibility for sales at the
distribution level with a view to cutting distribution costs and exerting a
direct influence on distributors. In Jacksonville, Florida, the company
establishes “Volkswagen Southeastern Distributor, Inc.”, taking over
business from the previous distributor. Four further distributors managed by
the US subsidiary have been set up by 1969: “Volkswagen Northeastern
Distributor, Inc.” registered in Boston, Massachusetts, in 1966; “Volkswagen
North Central Distributor, Inc.” in Deerfield, Illinois, in 1967; “Volkswagen
South Atlantic Distributor, Inc.” in Washington D.C. and “Volkswagen South
Central Distributor, Inc.” in San Antonio, Texas, in 1969.
1965
April
Volkswagen’s small delivery van Typ 147 developed in cooperation with the
Deutsche Bundespost (German Postal Service) goes into production. This
vehicle is nicknamed “Fridolin”.
1965
July 12
Volkswagen provides backing for its growing transport sector, which has
1,700 employees and a fleet of 55 ships, by founding the “Wolfsburger
Transportgesellschaft m.b.H.” Volkswagen owns 90 percent of the shares
and 10 percent belong to the recently founded Volkswagen subsidiary
“HOLAD Holding & Administration AG”, an international administrative
organization located in Basel. The legal exclusion of the freight business
became necessary because of a threatened increase of America’s
reasonable import customs, which would lower competitiveness. The
“Wolfsburg Transport Company” is especially committed to organizing air
and sea transport for Volkswagen. It starts operations early in October 1965
with a staff of 59 employees. By the end of the year, it transports 168,000
Volkswagens overseas via chartered and scheduled ships.
1965
December 14
A modern climatic wind tunnel goes into service in Wolfsburg as a part of an
expanding development center, in which engineers and technicians will be
involved with basic research and product development.
1965
Apart from “Fridolin”, the German Postal Service also opts for the
Volkswagen Transporter specially designed for delivery. Features include a
high roof to maximize load compartment volume and an extra large sliding
side door for easy loading and unloading.
1965
4,893 parts for the price of 4,485 DM – these few words say it all to
impressively document the optimum price-performance ratio of the standard
Volkswagen 1200 model.
1965
Ten years after producing the one millionth Volkswagen, the company
reaches the magic production figure of ten million vehicles. The
management and 400 invited international journalists watch live from the
42nd IAA in Frankfurt as the historic vehicle leaves the assembly line at the
Wolfsburg plant.
1965
An anniversary as a mirror image of the times: although engine technology
and vehicle design might still often rely on the tried-and tested, Volkswagen
does not close its mind to innovative marketing strategies. Attractive young
ladies replace the traditional floral arrangements and lend a touch of
glamour to the anniversary vehicle.
1965
Volkswagen’s cult car as a children’s toy.
1965
“Werden wir den Käfer je sterben lassen?” (“Will we ever kill the bug?”)
Art Director: Roy Grace
Texter: Claus Harden
Photographer: Wingate Paine
1965
“Verdienen Sie zu viel, um sich einen Volkswagen zu leisten?” (“Do you earn
too much to afford one?”)
Art Director: Roy Grace
Texters: Claus Harden, Charles Ewell
Photographer: Franz Wagner
Award: Art Directors Club Deutschland 1966
In 1977, Helmut Schmitz, creative director at DDB, wrote the following about
this ad: “At that time, no other car was driven by millionaires as well as
“poor” people, by young and old, by blue-collar and white-collar workers, by
the self-employed, civil servants and pensioners. By girls, women and ladies
of society. A Beetle didn’t brand you. An invaluable advantage that no other
car would ever achieve in this form.”
1966
By using advanced measuring technology Volkswagen engineers can
pinpoint and analyse potential failings in the design of new vehicles and the
further development of current models. These findings are incorporated in
production to continually optimize vehicle characteristics.
1966
The “Ruthmannsteiger” Transporter is especially popular with lighting and
telecommunication companies as well as energy suppliers. The Transporter
with a hydraulic working cage and hydraulic jacking cylinders is ideal for
working very high up.
1966
The dip primer coat prepares the vehicle for painting. As endurance tests
demonstrate, it also provides effective protection against corrosion and
other weathering effects.
1966
The historic achievement of a record one million Transporters for export
impressively reflects the enormous success of Volkswagen’s “space wizard”,
particularly on the North American market.
1966
June 29
Josef Rust becomes Chairman of the Volkswagenwerk AG Supervisory Board.
1966
Like its sister models the VW 1600 touring sedan is equipped with the new
12-volt system and driver and passenger head rests are available as an
optinal extra from 1967: less storage space in the rear and limited rear
visibility are the price of contemporary design.
1966
October
“Volkswagen Leasing GmbH”, one of the first German auto leasing
companies, is founded in order to win over trade customers by providing
customer services and insurance. Volkswagen decides to take this step
because leasing companies already sell 10 percent of the new automobiles
in the United States. At first, Volkswagen Leasing GmbH gears its activities
to the needs of large customers who are increasingly demanding leasing
options.
1966
November 21
Volkswagen’s South African subsidiary SAMAD, of which Volkswagenwerk AG
owns a 63 percent interest, is renamed “Volkswagen of South Africa Ltd.”. It
employs 2,458 people and sells 21,888 vehicles in 1966, an increase of
about 21 percent. Its share of the passenger car market rises to 13.4
percent and to 10 percent of light commercial vehicles. In 1974, Volkswagen
becomes the sole owner of the South African assembly and sales company.
1966
Improved driving characteristics, more powerful engines, numerous
technical innovations and continually optimized safety are among the main
changes to the Beetle over the last twenty years or so. The softly rounded
lines and the throaty noise of the air-cooled boxer engine, however, remain
the Beetle’s trademark.
1966
“Von den vier meistgekauften Importwagen sind Volkswagen.” ( “Of the four
top-selling imports are Volkswagens.”)
Successful imports to the United States of America, the world’s largest
automobile market: the Beetle, the VW 1600 Variant, the “Station Wagon”
and the VW 1600 fastback head the list of imported cars. In 1966, the Beetle
even ranked seventh in the US new car registration statistics.
Volkswagenwerk AG sold 318,563 Beetle in the USA in 1966 with total sales
that year running at 411,956 vehicles.
1966
“Wie Sie Ihre Frau dazu bringen, dieses komische Auto zu mögen.” (“How to
get your wife to like this strange car.”)
This ad appeals direct to husbands with money to spend on a new car,
providing them with good, honest advice on how to use their powers of
persuasion with their wives. The everday utility of the VW Variant 1600, the
ideal car for the family, just the job for just about every occasion – these are
the arguments that tip the scales in favor of husband and wife finding the
“right” car.
1966
On country lanes or the “Le Mans” racing circuit – in this commercial the
Beetle is a winner on any terrain.
1967
January 1
In accordance with an agreement between Volkswagen and the Metal
Workers’ Union, the working day of the regular shift is reduced to 8 hours.
All Volkswagen employees now work a 40-hour week with no reduction in
pay.
1967
January 2
Volkswagenwerk AG introduces short time working due to the declining
demand for automobiles on the domestic market. During the recession of
1966/67, a time when the end of the post war “Wirtschaftswunder”
(economic miracle) is announced, the Volkswagen Group suffers its first
turnover crisis. Production drops to just under 300,000 automobiles in 1967,
and the turnover of vehicles sinks by about 200,000. In order to boost
demand, Volkswagen offers a specially priced “money saving Beetle”.
1967
August
Series production of the second-generation Transporter begins at the
Hanover plant. With a visibly new face – single panorama windscreen, ten
centimeters added to the length of the body, improved road holding and
more powerful engines – the workhorse of the economic miracle gathers
fresh speed. The Volkswagen Transporter is available as a panel van,
mini-bus, high-roof version and as a pickup with a double or standard cab.
Volkswagen sells a total of 4.8 million second-generation Transporters until
series production is stopped in 1979, that is over three million more than the
predecessor model.
1967
The Californain Beetle fan and hobby mechanic Richard J. Smith crossed the
USA in his 1958 Beetle converted to run on steam. This Volkswagen “steam
machine” was powered by a mixture of gasoline, petroleum and paint
thinner.
1967
Ground-breaking progress in accident research at Volkswagen: modern
telemetry methods borrowed from the aerospace industry deliver data of
previously unknown accuracy and objectivity on how a vehicle behaves in an
accident situation. From now on there is in theory no limit to the number of
processes occurring in the vehicle that can be recorded, analyzed and
compared. The upside to this breakthrough is an enormous increase in
knowledge available for evaluation and significant savings in resources.
1967
With its advanced safety steering column, dual circuit braking system,
safety rear view mirror and reinforced bumpers, the new Beetle range offers
significantly improved vehicle safety.
1967
Volkswagen is smart: for the first time, a computer precisely calculates the
optimum gasoline-air mix in the VW 1600 carburettor.
1967
September
A series of new technical innovations and design improvements are
presented at the IAA in Frankfurt. The VW 1500 offers new driving comfort
thanks to its automatic transmission with a hydraulic torque converter,
which makes clutchfree operation and multi stage driving ranges possible.
The fully automatic version in the 1600 series has a torque converter and a
self-activating planetary gear. All Volkswagens now feature energy
absorbing safety steering columns, and the automatic vehicles have a
double jointed rear axle. A further innovation introduced by Volkswagen is
the electronic direct-injection system. This fuel saving device is initially
intended only for vehicles manufactured for the United States market.
1967
One of the most significant technical innovations at Volkswagen in 1967 is
the introduction of automatic transmission in the VW 1600 series. The fully
automatic version in the 1600 series has a torque converter and a
self-activating planetary gear. The forecast that the European automobile
market would follow in the footsteps of its US counterpart and increasingly
turn to automatic transmission failed to materialize for the time being.
1967
“Mindestens einer von 10 Millionen ...” (“With 34 wives, even a king has to
cut a few corners.”)
Art Director: Jack Piccolo
Texters: Claus Harden, Charles Ewell
Photographer: Archive photo
Award: Art Diretors Club Deutschland 1967
A king in Kenia: the ad tells the unusual story of tribal chief Njiiri from
Kiambu, who travels through the difficult terrain in Kikuyuland in his Beetle,
visiting his large family of 34 wives, 80 sons and more than 90 daughters. As
the ad says: “His VW never lets him down.”
1967
“Dies ist die neue, revolutionäre Konkurrenz für den Karmann Ghia.” (“This
is the new, revolutionary competitor of the Karmann Ghia.”)
Photo and headline pose a bit of a riddle and create a mood of suspense
that catches the reader’s attention: who is the Karmann-Ghia’s competitor?
The riddle is solved in the copy text: the answer is the Volkswagen
Automatic Karmann-Ghia, a version featuring many technical innovations
that significantly improve the driving performance of the sports car.
1968
The new high-roof panel van with its molded plastic roof: the spacious
one-tonne vehicle has a 6.2 cubic meter cargo bay, is 4.42 meters long and
1.77 meters wide. The standard high-roof version has a height of 2.29
meters, so the new Transporter offers more than one cubic meter of extra
cargo space compared with the standard version of the panel van.
1968
Production of the Country Buggy designed by Volkswagen Australasia and
Technical Development at Volkswagenwerk AG begins in the Australian plant
at Clayton/Victoria. The Australian subsidiary builds a total of 1,956 units,
887 destined for the Australian market and the rest shipped as CKD kits to
other countries in the region.
1968
May 1
Kurt Lotz, who was Deputy Chairman of the Board of Management since June
1967, succeeds Heinrich Nordhoff.
1968
June 14
Volkswagen and the Metal Workers’ Union sign a rationalization protection
agreement, according to which the worker representatives are included in
the process of carrying out efficiency measures.
1968
Keeping in touch with the rest of the world thanks to the Volkswagen car
radio. Depending on listening preferences there is a choice between the
“Wolfsburg” model for medium and long wave reception or the “Emden” for
medium and very high frequency reception.
1968
Volkswagenwerk AG recruits its 100,000th employee, Mr. Johannes
Rahmenführer, in Wolfsburg on August 16. In 1968 the workforce grows by
roughly 13,000 to 104,975 employees.
1968
September
The Wolfsburg plant starts producing the VW 411. This partially redesigned
model with a modern chassis, unitized body and 68 horsepower marks the
end of the Beetle’s technical development, as an air-cooled boxer engine is
still in the rear.
1968
September 19
A proving ground is opened near Ehra-Lessien on the southern edge of the
Lüneburg Heath. In its final form, the site features a 100-kilometer long test
track with a variety of surfaces and gradients. The Volkswagen Group tests
its vehicles here under everyday conditions with the help of modern
equipment. A driving simulator is installed in 1970, enabling certain test
programs to be carried out safely. Volkswagen increases its staff of qualified
employees by hiring engineers and technicians to strengthen research and
development activities.
1968
December
Because of an approaching merger with the automobile manufacturer Saab,
the Swedish truck producer “AB Scania Vabis” decides to transfer
Volkswagen’s import and sales dealings to a subsidiary. After considering its
options, Volkswagen acquires a one-third interest in “Svenska Volkswagen
AB” in Södertälje, thus maintaining access to the dealership network of the
authorized Swedish importer. This involvement in conjunction with a 10-year
consortium contract, serves to protect Volkswagen against its direct
competitor, Saab. Starting on January 1, 1969, Svenska Volkswagen AB
assumes responsibility for the sales of Volkswagen and Porsche vehicles on
the Swedish market. During the following year, it acquires “Volkswagen i
Stockholm AB”, which ran retail business in the Stockholm area. A company
strategy is already recognizable here: control of the sales of the Group’s
production on the distribution level in all major European markets. On
January 1, 2002, Volkswagen becomes the sole owner of Svenska
Volkswagen, thus strengthening the company’s position in Scandinavia’s
largest automobile market.
(Photo: © Scania CV AB (publ))
1968
“Herbie” – the legendary Beetle bearing the number 53 – soon establishes
itself as the most popular car in movie history. The cult Beetle starred in four
Hollywood productions by 1980. Following a creative break of just under 25
years, “Herbie Fully Loaded” makes a comeback to the screen in 2005.
“Der Große aus Wolfsburg.” (“The big one from Wolfsburg.”)
Big publicity for a big car: the VW 411 is presented in all its glory on a
double-page spread – a superlative car from Wolfsburg. The copy lists the
VW 411’s record-breaking achievements and concludes: “Some things are
quite simply the best.”
1968
“Zehn Ereignisse, die Automobilgeschichte geschrieben haben.” (“Ten
events that made automotive history.”)
A journey through 123 years of automobile history from the invention of the
pneumatic tire to computer-controlled direct injection. The last three
milestones document Volkswagen’s achievements: series production of the
Volkswagen sedan which began in Wolfsburg in December 1945, the
introduction of series automatic transmission in 1967and the innovative
electronic direct injection system that wrote history in 1968.
1968
1969
August 26
“Auto Union GmbH” and “NSU Motorenwerke AG” join forces to form “Audi
NSU Auto Union AG”. Volkswagen owns 59.5 percent of the shares. Because
of the new company’s broad program as well as the proven success of the
Audi models, it stood to reason that the company should set up its own
independent sales organization. Competition between brands stimulated the
development of new vehicles, but parallel sales organizations did not prove
effective. For this reason, the parent company took over responsibility for
the sale of Audi NSU vehicles in May 1974, and later for acquisition, vehicle
stock, and parts sales. Audi NSU Auto Union AG is renamed “Audi AG” on
January 1, 1985 and the company’s headquarters moves from Neckarsulm
to Ingolstadt.
1969
Throwing convention to the winds! The Beetle and Transporter are the cult
vehicles of the flower-power generation.
1969
September 1
In order to systematically build up a staff of qualified management
employees, Volkswagen opens the training center “Haus Rhode”. While
Volkswagen plays a leading role in professional training, there are many
gaps in the area of training for current and future managers. Trainee
positions, which were previously rare, as well as training seminars and
information symposia, are reorganized into a new educational system, in
which managers are trained in leadership abilities, teamwork and
coordination. The seminars also serve to develop a unified management
style. These measures are continuously expanded during the following
years.
1969
In the 1960s Americans loved the opportunity to collect their new car in
person while on a trip to Germany. Today, a visit to the Autostadt and a tour
of the factory make a stay in Wolfsburg a very special experience.
1969
October
The Kurierwagen (courier vehicle), commissioned by the Bundeswehr
(German army), goes into production. The VW 181 is the first cross-country
vehicle for the general public that receives widespread attention. Over 80
percent of the entire production is put to civilian use.
1969
Taking eastern Lower Saxony as the geographic center with the plants in
Wolfsburg, Brunswick and Hanover – soon to be followed by Salzgitter –
Volkswagen’s decentralized production structure in Germany stretches from
Ingolstadt to Emden.
1969
November
115,646 VW Porsche 914, a cooperative venture between the two car
manufacturers soon to become known as the “Volksporsche” (People’s
Porsche), leave the assembly line between 1969 and 1975. The two-seater,
available with either a four- or six-cylinder boxer engine, has a power output
of between 80 and 110 hp.
1969
Volkswagen intensifies its efforts to recruit employees from abroad in order
to meet demand for labor. The share of such workers in the Volkswagenwerk
AG workforce rises from 7.6 to 8.9 percent during 1969. Of the 10,006
foreign employees, the largest group comes from Italy (6,176), followed by
employes of Greek, Spanish and Turkish nationality.
1969
December
Because of increasing competition in the United States, Volkswagen
expands the sales basis for the Group’s products. A second independent
sales organization is founded for Audi and Porsche vehicles, which, by the
end of the year, encompasses 104 dealerships.
1969
December
Volkswagen halts the expansion of the research and development
department for the time being. Its tasks include the further improvement of
current models and their components as well as the design of new vehicles
and powertrains. Special emphasis is given to researching safety features
and the reduction of exhaust emissions for which the engineers and
technicians utilized modern measuring and test equipment. By using
methods of gas dynamics combustion is improved in order to enhance
conventional powertrains. Computer controlled simulators realistically
replicate motion on and in the vehicle. For the first time climate and altitude
chambers are used to help test the safety of the vehicle under different
environmental conditions.
1969
“Da weiß man, was man hat.” (“What you don’t see is what you get.”)
Art Director: Richard Baistrow
Texter: Werner Butter
Photographer: Peter Möschlin
Helmut Schmitz, the creative mind behind the Beetle campaign, said of this
ad: “A typical example of a statement that wouldn’t work for many other
products. Very few products have such a strong quality image that you can
get away with a headline like “You won’t get taken for a ride”.
1969
“Das liebt die Welt an Deutschland.” (“What the world loves about
Germany.”)
Art Director: Richard Baistrow
Photographer: H. Klocke
In this ad, the export best-seller from Volkswagen is an ambassador of
German culture abroad along with Cologne Cathedral, the cuckoo clock and
the dachshund. The Beetle is a symbol of German culture embodying the
virtues of “Made in Germany” and is perceived and purchased in the
farthest-flung corners of the globe because it is “typically German.”
1969
Commercial “Käfer Killer” (“Beetle killer.”)
The message: “There’s life in the old dog yet!”
1970
March
With the takeover of Selbstfahrer-Union, Germany’s largest automobile
rental agency, the Volkswagen Group increases its involvement in this
promising field. Renamed “interRent Autovermietung GmbH”, the subsidiary
merges in 1988 with Europcar and is renamed “Europcar International S.A.”.
Volkswagen owns a 50 percent interest in the company located in
Boulogne-Billancourt, which operates in eight countries and has its own fleet
of 40,000 vehicles. On January 1, 2000, Volkswagen assumes 100 percent
ownership of Europcar group.
1970
Another memorable anniversary: on April 24, 1972 Volkswagen celebrated
the completion of the 600,000th vehicle for the Dutch market. Beetle sedan
exports to neighbouring Holland began 23 years earlier, in October 1947,
marking the beginning of global export success for Volkswagen.
1970
The Buggy – the automotive expression of contemporary leisure. Carefree
and unconventional, hinting at a lifestyle originating on the US West Coast
and soon to hit Germany, too. The Californian way of life epitomized by the
music of the Beach Boys finds its automobile soul mate in the design and
engineering of the Buggy. The vehicle has a glass fiber reinforced plastic
body mounted on a shortened Type 1 chassis and powered by a four-stroke
rear-mounted boxer engine and comes in bright colors such as blood
orange, Irish green and lemon yellow.
1970
The two millionth Volkswagen Type 3, a VW 1600 hatchback sedan, leaves
the assembly line in Wolfsburg on June 16, 1970. The anniversary vehicle
was destined for export to the UK. Volkswagen built a total of 2,587,989
Type 3 units from start of production in 1961 to the model change in 1973.
1970
July
Series start up of the K 70 marks the start of operations at the new
Salzgitter plant. The drive unit for the new Volkswagen is manufactured by
engine construction in shed 1 which involves more than 2,000 of the total
workforce of 5,108 employees at the end of 1970. The new plant site, built
for K 70 production, is linked to the long-term aim of transferring engine
construction from Hanover in order to increase manufactoring capacities for
the Transporter. From January 1971 Salzgitter produces the engines for the
Audi 100 leaving Auto Union free to gain additional capacities in order to
exploit current market opportunities. By the end of the year, the workforce
in Salzgitter has grown to 8,000. The crisis in the Volkswagenwerk and the
onset of the worldwide recession in 1974/75 brings car-manufacturing in
Salzgitter to an end in September 1975. This site had taken on the assembly
of the VW 411 in 1971 and a part of the assembly of the Passat in 1973. In
total the site produces more than 400,000 vehicles, of which the K 70 model
represents 210,891 alone. In 1975 engine production reaches almost 3,800
units per day. In the future the Salzgitter site proves to be the most
important location for engine construction within the Volkswagen Group.
1970
The K 70 notchback marks Volkswagen’s debut in water-cooled engines. The
sedan developed by NSU is available as part of the Volkswagen brand
program in two versions with a 1.6 liter engine and either 75 or 90 hp or a
1.8 liter engine with 100 hp. The interim model, of which 210,891 units were
produced between 1970 and 1975, heralds the advent of a new generation
of models including the Passat from 1973, the Golf from 1974 and the Polo
from 1975.
1970
Most Volkswagen leave the plant by rail – both in 1970 and today.
Thousands of vehicles leave the loading station in Wolfsburg every day,
heading for various destinations.
1970
To begin with, production is dominated by the K 70. In 1971 VW 411
assembly is added, followed by part of the assembly of the Passat in 1973.
In total the site produces more than 400,000 vehicles, over half of them K
70. The worldwide recession and overcapacity force the closure of vehicle
assembly in September 1975.
1970
The Volkswagen medical center at the Wolfsburg plant always keeps
up-to-date on medical developments. An expert team of doctors and
assistants looks after the workforce, providing anything from preventive
healthcare to emergency first aid and rehabilitation measures.
1970
At around 8 a.m. a major fire breaks out at Volkswagen’s Brazilian site in
São Bernardo do Campo. The fire destroys a production hall including a paint
shop as well as extensive stocks. As a result of the damage daily production
is more than halved until reconstruction is complete.
1970
“Der Wagen, der das Angenehme ...” (“The car that combines the appeal of
a luxury saloon …”)
Creative Director: Helmut Schmitz
Art Director: C. Rainer
Texter: L. Nagel
Photographer: Th. Meyer
A new layout for the VW 411 LE ad: the three columns of copy take up the
top quarter and the headline in proverb style fills the left-hand middle
section of the double page. The star of the ad is the VW 411, which is
presented with all the features of a luxury sedan such as comfortable seats,
draught-free air circulation, height-adjustable front seats and auxiliary
heating.
1970
“Er ist da. VW K 70.” (“It’s here. VW K 70.”)
Art Director: J. Hugendubel
Photographers: Th. Meyer, B. Stuart
Expectations were high pre-market launch of the VW K 70: in September
1969, SPIEGEL called the K 70 “a mysterious super car that has fueled the
fantasy of testers for many a year.” One year later the international motor
press test drove the K 70 in the French city of Port Grimaud. This ad
coincided with the launch of the VW K 70 in Germany in October 1970. The
striking headline of “It’s here!” responded to the public mood and showed
that Volkswagen was on the ball.
1971
January 6
By means of a capital investment, Volkswagenwerk AG acquires a 75
percent share of “Volkswagen Bruxelles SA.” which was founded on
December 31, 1970. The company is responsible for imports to Belgium and
runs the assembly plant built by the authorized importer, which has a
capacity of 400 vehicles a day. Volkswagen Bruxelles becomes a 100
percent subsidiary of Volkswagenwerk AG at the end of 1975. When Audi
assumes responsibility for production at the Brussels plant, the name of the
company is changed to “Audi Brussels S.A/N.V.” on May 30, 2007.
1971
Three years after planning had commenced, the Research and Development
Division moves into the newly-completed high-rise building which has since
become a landmark on the company’s site in Wolfsburg.
1971
Volkswagen Beetle-cum-Transporter – two-in-one: Volkswagen’s
unmistakable duo for over twenty years.
1971
October 1
Rudolf Leiding, former President of Volkswagen do Brasil and Board
Chairman of Audi NSU Auto Union AG, assumes the chairmanship of
Volkswagen’s Board of Management.
1971
Volkswagen vehicles already set an example on land – Lufthansa follows suit
in the air, spreading the name of Wolfsburg all over the world by christening
one of its passenger aircraft by the same name.
1971
All Volkswagen customers can arrange for their vehicles to be given a
thorough check-up. Trained mechanics at all Volkswagen service stations
can compile an individual diagnosis for any Volkswagen with the help of 50
individual tests. Exhaustive service checks with the findings detailed in a
service report give customers an excellent idea of the functional reliability
and safety of their cars. Customers are given an estimate of the cost and
can arrange when to take their car in for repair based on the urgency of the
work
1971
Once homologation of two-door vehicles for use as taxis in Mexico had been
issued, the first 1,000 Volkswagen Beetle arrive in Mexico City ready for
service in December. More than 80,000 Beetles are already used as taxis in
the Brazilian cities of Rio de Janeiro and São Paulo, and the rounded
silhouette of the “escarabajo”, as the Beetle is called in Mexico, soon
becomes a familiar sight on the roads in the capital.
1971
December
Data processing arrives in the fields of car technology and service. All
Volkswagen models can now be checked for functional and operational
reliability with the help of computer diagnosis. Along with the introduction of
a central plug for computer testing, Volkswagen’s service workshops are
gradually equipped with computers. Data processing also provides research
and development and activities with new initiatives, for example the use of
an automatic scanning device in the design of body shells. Large computers
and plotters make possible a significant reduction in the time necessary for
the development of new bodies..
1971
“Das Kraft-Ei.” (“This egg packs a punch.”)
Art Director: Erwin Schmidt
Texter: Reinhold Scheer
Photographer: Erwin Schmidt
“Es gibt Formen, die man nicht verbessern kann.” (“Some shapes are hard
to improve on.”) is the headline of the famous Beetle ad from 1962 which
provided the inspiration for the motive used for the VW 1302 S. This latest
“Kraft-Ei” (power egg) is bulkier and more rounded than its predecessor, a
testimony to technological progress: 50 hp, a top speed of 130 kilometers
per hour, semi-trailing arm rear suspension and MacPherson strut
suspension at the front.
1971
“Der Käfer, der 13 Millionen überholt.” (“The Beetle that overtakes 13
million Beetles.”)
Art Director: Richard Bairstow
Texter: G. Simon
Photographer: Peter Möschlin
This ad tells the story of the Beetle’s constant technological development:
the new models are in the fast lane thanks to a 50 hp engine, MacPherson
suspension at the front and semi-trailing arm rear suspension. The tighter
turning circle, 260 liters of cargo space and 37 further improvements are
strong arguments in favor of the million-selling model. The storyboard uses
a cinematic presentation to convey its message: the VW 1302 and VW 1302
S relentlessly overtake their predecessor which is in itself by no means an
automotive nobody, but in fact the Volkswagen sedan which has already
found 13 million owners and will continue to inspire new customers.
1972
Director Rudolf Zehetgruber creates the DUDU movies, the German pendant
to Hollywood’s successful super-Beetle Herbie. The appealing all-rounder
and his friend and owner Jimmy Bondi star in a total of five productions: “Ein
Käfer geht aufs Ganze” (1971), “Ein Käfer gibt Vollgas” (1972), “Ein Käfer
auf Extratour” (1973), “Das verrückteste Auto der Welt” (1975) and “Zwei
tolle Käfer räumen auf” (1978).
1972
On February 4, 1972, “Bild” newspaper publishes an article headlined
“Beetle takes over at the top” in its “news of the day” section, referring to
the upcoming production record at Volkswagenwerk AG.
1972
February 17
With 15,007,034 units produced, the Beetle breaks the record of the
legendary “Tin Lizzy”, the Ford Motor Company’s Model-T built from 1908 to
1927. The Beetle is the new world champion.
1972
March 8
Volkswagen signs an investment agreement with the Yugoslavian importer
UNIS concerning the erection of a local production site. In accordance with
this agreement, the joint enterprise “Tvornica Automobila Sarajevo” (TAS),
with main offices in Vogosca, is founded on June 14. This new firm signs the
investment agreement on August 8. TAS, of which Volkswagenwerk AG holds
49 percent of the capital, initially produces replacement parts and standard
production parts for the German automobile manufacturer. After a yearlong
construction period, the new plant starts assembling the VW 1200, 1300 and
1303 on November 10, 1973. At first, production capacity is only about 20
vehicles a day. In 1976, the site shifts over to the production of the Golf.
After the entire Caddy production moved to Sarajevo, the Yugoslavian
company produces for export markets starting in 1982. In the fall of 1985,
the second generation of Golf goes into production. In 1988, 3,109
employees produce a total of 28,341 vehicles, of which 15,184 are delivered
to Volkswagen AG. On September 28, 1989, the 300,000th Volkswagen, an
alpine white Golf, rolls off the assembly line. In 1990, the Yugoslavian
company reaches a new production record when it produces 37,411
vehicles. The civil war and declining economic conditions cause a halt in
production. Beginning on July 30, 1998, the cooperation between
Volkswagen and UNIS is continued with the “Volkswagen Sarajevo, d.o.o.”.
The company takes over TAS’s heavily damaged production site and starts
producing Škoda vehicles on August 31. In 2002, production of the Golf is
added. Various Volkswagen, Audi and Škoda brand models are currently
assembled at the plant.
1972
As the first non-US automaker, Volkswagen presents a safety vehicle named
the ESVW I (Experimental Safety Volkswagen). It is planned to standardized
the safety innovations demonstrated by the vehicle study, including an
antilock breaking system and a passive seatbelt system, in a next step and
gradually incorporate them in series production.
1972
June 21
Based on the provisions of the revised law governing industrial relations, a
new General Works Council is set up and given expanded rights of
co-determination and involvement. Siegfried Ehlers is elected Chairman.
1972
With the “Muli”, Volkswagen plans to offer a simple, low-cost commercial
vehicle specially designed for use in developing countries where the road
networks are not very well developed. The basic Transporter comprises a
flat-paneled body and proven Volkswagen powertrains such as an air-cooled
1.6 liter boxer engine, and can be assembled with a minimum of tools and
very little technical knowledge.
1972
The Volkswagen remanufacturing service celebrates the completion of the
three millionth remanufactured powertrain at the Kassel plant. Business with
remanufactured powertrains accounts for approximately 25 percent of the
entire spare parts business. Roughly two-thirds of these powertrains are
used in Germany, while the remaining third are destined for Volkswagen
service partners all over the world.
1972
Barbra Streisand and Ryan O’Neal star in director Peter Bogdanovich’s
screwball comedy “What’s up, Doc?”, but the secret star of the breathtaking
chase sequences through the streets of San Francisco is a beautifully
decorated wedding Beetle!!
1972
“Der VW-Porsche überholt nicht nur Traditionen.” (“The VW Porsche leaves
more than just traditions in the dust.”)
Art Director: Richard Bairstow
A new version of the fast lane motif. The VW Porsche 914, a cooperative
venture from Wolfsburg, Zuffenhausen and Osnabrück, marks a new
beginning. For Volkswagenwerk AG and Dr. Ing. h.c. F. Porsche AG, the joint
project symbolizes the start of the production and sale of a sports car that is
within the budget of broad sections of the population. The VW Porsche 914
with its innovative mid engine concept combines the characteristics of a
convertible and a coupé and soon became the best-selling sports car in
Germany.
1972
“Das gibt’s nur einmal.” (“Once in a lifetime.”)
Art Director: Erwin Schmidt
Photographer: Archive
This ad is all about price. In 23 years, the price only rose 2 percent or 90
Mark. But the VW 1200 promised much more than just a fixed price. The
price-performance ratio had not only remained steady for years and years, it
had even improved significantly for the customer: the Beetle had become
safer, faster and more comfortable, increasing in perfection, maturity and
value as the years passed – the ad passes on this good news to the reader is
a conversational and easy manner.
1972
“Weltmeister” (“World champion”)
Live from the boxing ring: the Beetle is the world champion in every class.

Chronik Volkswagen AG

Transcription

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