Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America

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"Well researched . . . both a history lesson in brand development and a walk down memory lane." --USA Today Sole Winner of the 2001 International Motor Press Association Ken Purdy Award for Excellence in Automotive Journalism "A fascinating read for anyone connected to the automotive industry. And for those of us in advertising who owe VW a debt of gratitude for raising the bar, Kiley's insights into the historic Beetle ad campaign of the late '50s alone are worth the price of the book." --Larry Postaer, cofounder and Director of Creative Services, Rubin Postaer & Associates "David Kiley has painted a vivid and insightful picture of the genesis of Volkswagen . . . an intimate view of the personalities and business intrigue in the unfolding Volkswagen drama." --Dr. David Cole, Director, The Center for Automotive Research, Ann Arbor, Michigan "David Kiley has captured what made the company and the brand so special. . . . It is a valuable read for anyone in business . . . a fun and important story about a fun and important brand." --Donny Deutsch, Chairman, Deutsch, Inc. "If you're a fan of modern Volkswagens, you'll find this book fascinating reading . . . one of the more remarkable comeback stories of the past few decades . . . essential reading for students of marketing." --European Car magazine "Getting the Bugs Out is not only a fast-paced business story, but it also provides valuable insights into the major successes and blunders in marketing and manufacturing. . . . Kiley skillfully weaves the VW saga around the personalities involved, both in the U.S. and abroad." --Myron Kandel, CNN Financial Editor "Good storytellingabout one of the great stories in the auto industry." --www.thecarconnection.com "Kiley . . . deftly reports on the mystique and the reality of one of the auto world's enduring legends." --Publishers WeeklyThe fascinating story of Volkswagen's raging success and near collapse in AmericaAfter 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.