Word: germanize
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Dates: during 1950-1959
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...Bremen, fifth in a xoi-year line to bear the name, is Germany's biggest liner and one of the world's most luxurious (airconditioning, nonbruising doorknobs, clothes dryers for wash-and-wear suits). Her owner, North German Lloyd, returning to transatlantic luxury service after 20 years' absence, is a monument to the frugality and enterprise that brought back Germany's decimated merchant marine to its present strength of 2,400 ships...
Saved: $19 Million. Founded in 1857, North German Lloyd was one of the world's major passenger carriers before World War II; its queenly Europa and Bremen IV competed with British and French ships on equal terms. But the war cost the line 99.5% of its tonnage. The task of reconstruction fell to brisk Director Richard Bertram, 55, and pfennig-pinching Co-Director Johannes Kulen-kampff, fiftyish, who personally picks through the company's discarded files to salvage used paper clips...
Aware that North German Lloyd was synonymous with service, Bertram and Kulenkampff set up a hotel and restaurant in Bremen to hold together stewards and cooks, placed seamen on other ships until jobs were ready for them. With $22 million in government loans and fast tax write-offs, they quickly built up a fleet of new freighters, now have 40 in service...
...Lloyd plans to pitch its appeal to tourists who want leisurely travel, non-dress-up luxury and fine, hearty food. Probably his best year-round clientele, figures Director Bertram, will be ocean-hopping businessmen who need a respite from the jet pace (some German firms now require executives flying the ocean to return by ship...
...build up this traffic, Bremen V offers such inducements as a secretarial pool and a super-health service featuring curative treatment for all forms of "manager's sickness." The company is asking German businessmen: "Are you important enough to your business to travel by ship?" Evidently, Bertram himself has just graduated to that class. This is fast-flying Bertram's first round-trip ship crossing since...