About this book
Drawing from a wealth of sources in multiple languages, this fascinating new title presents an international cast of characters - executives and engineers, journalists and advertisers, assembly line workers and car collectors, and everyday drivers - who all contributed to making the Beetle a global icon.
Bernhard Rieger reveals how a car commissioned by Hitler and designed by Ferdinand Porsche became a global commodity on a par with Coca-Cola. The Beetle's success hinged on its uncanny ability to capture the imaginations of executives, engineers, advertisers, car collectors, suburbanites, hippies, and everyday drivers across nations and cultures.
|HARVARD UNIVERSITY PRESS|