Volkswagen starts imports to the US
Volkswagen's foray into the American market began in 1950, marking a significant milestone in the automotive industry. Initially, the company sold just 330 vehicles through an agent in New York, but by the mid-1950s, a formal dealer network had been established, leading to a surge in sales. By 1958, Volkswagen was selling over 100,000 cars annually in the U.S
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Volkswagen starts imports to the US
Identification German automobile whose most popular model was nicknamed the “Beetle”
Date First imported to North America in 1950
The appeal of the Volkswagen Beetle as an inexpensive, reliable car resulted in its success as the first widely sold import car in the United States.
The Volkswagen Beetle was developed in Germany during the late 1930’s. At the end of World War II, the British army helped the remaining factory workers restart production. By 1948, the company employed more than eight thousand people and produced nearly twenty thousand cars per year.
Volkswagen entered the American market in 1950 through an agent relationship with New York car dealer Max Hoffman. During that year, 330 Volkswagens were sold in the United States. The development of a formal dealer network during the mid-1950’s and the car’s growing popularity led to rapidly increasing sales: By 1958, Volkswagen was selling more than 100,000 cars per year in the United States.
North Americans were drawn to the Volkswagen’s low price, which was roughly half that of an average American car. The car was also much less expensive to operate and repair, and it maneuvered more easily than large American cars. As more Beetles were imported, their reputation for reliability also contributed to their sales success. By the end of the 1950’s, buyer demographics had changed to include mainstream Americans as well as those who originally bought the car for its distinctive features.
Impact
Volkswagen was the first imported automobile to be widely available and accepted in the United States. It was also the first small, fuel-efficient sedan that found a large market in the United States. This was long before the energy crisis of the 1970’s made such cars generally popular. During the 1990’s, the Volkswagen Beetle was resurrected with a sleeker style and quickly rose to immense popularity.
Bibliography
Kiley, David. Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America. New York: Wiley and Sons, 2002. Chronicles the development and rise in popularity of the Volkswagen Beetle.
Nelson, Walter Henry. Small Wonder: The Amazing Story of the Volkswagen. Boston: Little, Brown, 1967. A complete history of Volkswagen, from its conception through 1964.
Vintage Volkswagens. San Francisco: Chronicle Books, 1999. A pictorial tribute to the Volkswagen that features vintage photographs, advertising campaigns, and sales brochures.