Word: volkswagen
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West Germany's Volkswagens came beetling into the U.S. auto market a decade ago, and started the compact trend. U.S. automakers managed to fight off the trend by joining it. Now they are fighting back on Volkswagen's home ground and challenging VW's lead as West Germany's fastest selling car by appealing to the German yen for more luxurious autos. In 1963's first nine months, VW's share of the burgeoning West German market dropped from 33% to 28%, while General Motors hiked its share from...
...Common Market has had an unexpectedly bracing effect on Britain's exports, which are heading to a record $11.2 billion this year, 7% more than in 1962. Sales to the U.S. are up 9%, led by a profitable parade of Triumph sports cars (now second after Volkswagen among cars imported to the U.S.), Perkins diesel engines and aircraft parts. British businessmen have also been working the eastern side of the street, selling large amounts of steel to Red China and machinery to Russia. But the fastest rise in British exports is to the Common Market, which will...
Though the success of West Germany's Volkswagen has been one of postwar Europe's most glittering economic achievements, aggressive Chairman Heinz Nordhoff, 64, feels that a moment of relaxation by his company could be fatal. "What an auto company loses in the market today," says Nordhoff, "it probably can't recover in the next 50 years." To keep Volkswagen from slipping-it is now the world's third biggest automaker, after General Motors and Ford-Nordhoff plans to spend $375-500 million on expansion in the next five years, lift Volkswagen's annual capacity...
Nordhoff is also broadening Volkswagen's sales appeal. Encouraged by the growing desire of car buyers to trade up-a tendency that is rapidly becoming as pronounced in Europe as in the U.S.-Nordhoff is quietly placing more emphasis on a new and bigger Volkswagen: the Volkswagen 1500, which bears little resemblance to its beetle-shaped little brother, now officially designated the 1200. The 1500 is about six inches longer and three inches wider than the 1200, has fairly orthodox lines and a pronounced front hood -even though its more powerful engine remains in the rear. It sells...
Taking a tip from pizazz-minded Detroit, Nordhoff has also brought out a 15005, which has more chrome trim than the standard 1500 and a 66-h.p. engine (v. the standard's 54 h.p.). So far, Nordhoff has not shipped any of the bigger Volkswagens to his best export market, the U.S.-though some have been brought in by returning tourists. He is in no hurry. Even without the new model, Volkswagen's sales in the U.S. rose 25% in 1963's first half, to 121,884 cars. Besides, demand for the 1500 is so great elsewhere...