© Gary Darkas 2012 © Gary Darkas 2012 CONTENTS

Home , Herbie, Maxwell Dane, VAG Rounded, Volkswagen Gol, Volkswagen Lavida, Volkswagen Santana

Sections

INTRODUCTION

IDENTITY TYPE

BRANDING

WOLFSBURG EDITION

TYPOGRAPHY

CORPORATE INFORMATION

KEYFRAME MOMENTS

PRODUCTION PLANTS

VOLKSWAGEN ADVERTISING

KEY PRODUCTS

REFERENCE

VOLKSWAGEN HISTORY The History Of The VW 1936-2012 1936 The Birth Of A Company And Its Name

he word “volkswagen” means Ferdinand Porsche to make changes T“people’s car.” The Volkswagen to Porsche’s original 1931 design to Aktiengesellschaft (VAG), also make it more suited for the working known as Volkswagen Group or as man. (Béla Barényi is credited with VW, is an automobile manufacturer having conceived the basic design and mobility organisation based in five years earlier.) Hans Ledwinka Wolfsburg, Lower Saxony, Germany discussed his ideas with Ferdinand and is the pioneer brand within the Porsche, who used many Tatra Volkswagen Group, which contains design features in the 1938 “KdF- the car brands Audi AG, Bentley Wagen”, later known as the VW Motors Ltd., Automobiles Bugatti Käfer-or Volkswagen Beetle. On 22 SA, Automobili Lamborghini, June 1934, Dr. Ferdinand Porsche SEAT, Škoda Auto and heavy agreed to create the “People’s Car” goods vehicle manufacturer Scania for Hitler’s mother. AB. The Supervisory Board of Prototypes of the car called the Volkswagen Aktiengesellschaft “KdF-Wagen” (German: Kraft durch (VAG) has endorsed the creation Freude - “strength through joy”), of an integrated automotive group appeared from 1936 onwards (the with Porsche under the leadership of first cars had been produced in Volkswagen. Stuttgart. On 28 May 1937. Adolf Hitler had a keen interest in DR. FERDINAND PORSCHE cars even though he did not like to drive, as he was especially inspired by the American automotive giant Henry Ford, who Hitler referred to as Heinrich Ford. In 1933, shortly after taking over as leader of Germany, he teamed up with

ENDORSED COMPANY

olkswagen Group is a German multinational Vautomotive manufacturer headquartered in Wolfsburg, Germany. It designs, engineers, manufactures and distributes passenger cars, commercial vehicles, motorcycles, engines and turbomachinery. Volkswagen AG is the world’s largest motor vehicle manufacturer. By 2011 it’s unit sales have maintained the largest market share in Europe for over two decades. The company has operations in approximately 150 countries and operates 94 production facilities in 24 countries. Volkswagen AG holds a 19.9% non-controlling shareholding in Suzuki Motor Corporation. Volkswagen Group sells passenger cars under the • Audi • Bentley • Bugatti • Lamborghini • Porsche • SEAT • Skoda

Motorbike Brand: • Ducati

VOLKSWAGEN LOGO

1939-2012 Logo Progress

olkswagen logo is (a V over a W in a blue background, Vsurrounded by a circle). It’s origin is rather mundane though. The logo was the result of an office competition to see come up with a logo. The winner of the competition (who won 50 Marks for his troubles) was an engineer named Franz Reimspiess (the same man who perfected the engine for the Beetle in the 1930’s). VOLKSWAGEN LOGO IN 1939 BEFORE WORLD WAR II, THEY THIS LOGO WAS DESIGNED BY CHANGED THE LOGO A LITTLE A PORSCHE EMPLOYEE NAMED BIT BY REMOVING THE DESIGN FRANZ XAVIER REIMSPIESS. ELEMENT WHICH GAVE IT A PEDESTAL FAN LOOK. THEY STUCK TO THIS WHEEL LIKE CIRCLE WITH INITIALS ‘V’ AND ‘W’.

AFTER THE WWII, BRITISHERS CURRENT VOLKSWAGEN LOGO DISPLAY VIEW OF THE VOLKSWAGEN TOOK OVER THE COMPANY. THEY REDESIGNED IN 2000 LOGO COVERING VARIOUS ANGLES RENAMED THE CAR AS BEETLE. THIS IS A FINE MODIFICATION OF THE DESIGN. THEY CHANGED THE LOGO, IN THE PREVIOUS LOGO. THE THOUGH NO MAJOR CHANGES MAJOR CHANGE THEY’VE DONE WERE MADE, HOWEVER, THEY IN THIS LOGO IS ITS COLOR. THE GOT RID OF THE DESIGN AROUND COLOR THEME HAS CHANGED THE CIRCLE WHICH SEEMS TO BE ALL TOGETHER FROM BLACK AND INSPIRED FROM THE NAZI FLAG. WHITE TO BLUE AND GREY.

THE WOLFSBURG CREST

Volkswagen Custom Editions There were 2 styles of the n the Volkswagen universe, the “Wolfsburg Edition” is a Wolfsburg crest used on the Islightly modified production version of a particular model of Beetle. The crest with the blue a car. Sometimes it is also called a “Wolfsburg Special Edition”, background was used on the The “Wolfsburg” obviously comes from the head Volkswagen Beetle from 1951-1959. facility being located in Wolfsburg, Germany. Wolfsburg Editions are a special custom making of a particular volkswagen vehicle.Any Wolfsburg Edition make, will be using the logo of the city.

The crest with the black background was used from 1960- 1962. The crest was discontinued on the 1963 model but was used on Volkswagen’s final Ultima Edicion Beetles produced at the factory in Puebla, Mexico in 2003

VOLKSWAGEN TYPOGRAPHY

Vag Rundschrift A B C D E F G H I J K L M N O VAG Rundschrift or VAG Rounded (Rundschrift is German P Q R S T U V W X Y Z for ‘round writing’) is a geometric sans-serif typeface that was designed as a corporate typographic representation for the a b c d e f g h i j k l m n o p Volkswagen motor manufacturer. It features rounded termini on all strokes. Volkswagen ended q r s t u v w x y z its use of the VAG Rounded family in the early 1990s, and it is widely available today and is licensed through Adobe Systems. FUTURA FONT FAMILY With many recent Web 2.0 startups, a clear trend in their new logos is the use of soft, rounded typefaces dominated by VAG Rounded, which is said to “lend a modern friendliness to A B C D E F G H I J K L M N O P Q R what might otherwise be a cold trademark” and, as of 2007, S T U V W X Y Z can be seen on T-Mobile USA literature. Apple Inc. has been utilizing the typeface on the keyboards of their line of notebook computers since 1999, with the release of the first-generation a b c d e f g h i j k l m n o p q r s t iBook, and on their desktop keyboards since August 2007. u v w x y z Australian retailer Big W has changed their logo (previously in Helvetica Neue) to light blue VAG Rounded. Dick Smith, as part of the Woolworths Limited Group, also use this font in most of their advertising. Bankwest also use this font for their “Happy Banking Initiative”. As of Late 2006, Adecco also use the font in their publications and advertisements.

VAG ROUNDED

Wolfsburg is an urban district and the sixth largest major city in the Lower VOLKSWAGEN DATA BASE Saxony area in the northern half of Germany. It is located on the River Aller northeast of Braunschweig (Brunswick). Wolfsburg is bordered by the districts of Gifhorn and Helmstedt. Germany’s capital city, Berlin, is located Company Information about 230 kilometers East of Wolfsburg.

The city is famous as the headquarters of the Volkswagen AG, and was Industry: Automotive one of the few German cities built during the first half of the 20th century. In 1972 the population first exceeded 100,000. From its foundation on 1 July 1938 until 25 May 1945 the city was called “Stadt des KdF-Wagens Founded: 28 May 1937 bei Fallersleben”. It was meant to be the domicile for the workers of the Volkswagen factory which should produce the “KdF-Wagen” (VW Beetle). Founder(s): Ferdinand Porsche VOLKSWAGEN FACTORY WITH ITS OWN POWER STATION Headquarters: Wolfsburg, Germany

Area served: Worldwide

Key people:

• Martin Winterkorn: Chairman of the Board of Management, • Ferdinand Piëch: Chairman of Volkswagen Supervisory Board

Products: Cars

Production output: 4,591,851 units (2010)

Revenue: €80.251 billion (2010) (US$119 billion USD)

Employees: 368,500 (2009)

Parent: Volkswagen Group

Website: www.volkswagen.com

VOLKSWAGEN HISTORICAL PROGRESS

Time Line

•1933 - 1939 •1955

Adolf Hitler approves Ferdinand Porsche’s design for the “people’s car,” Volkswagen Group of America is formed to standardize service and sales or volkswagen. A town called Stadt des KdF-Wagens, now Wolfsburg, is in the United States. Production of the Type 1 Beetle increases drastically, established for factory workers in 1938. Full-scale production is planned reaching 1 million units. for September 1939, but war intervenes. •1959 De luxe Sedan •1939 - 1945 Sales soar as the witty “Think Small” ad campaign by Doyle Dane During World War II, the Volkswagen plant is primarily used to Bernbach lures sophisticated (and younger) consumers. produce military vehicles, including the SUV-like Kübelwagen and the amphibious Schwimmwagen. By 1943, more than 12,000 prisoners of war •1968 are working at the factory, most of them repairing aircraft and building V1 rockets to bomb Britain. Disney releases the first Love Bug film about Herbie, a VW Beetle with a mind of its own. •1945 - 1947 Karmann Ghia •1969 Stadt des KdF-Wagens is bombed, captured by U.S. forces in 1945, and then handed over to the British. Major Ivan Hirst paints a Volkswagen Volkswagen merges two previous purchases -- Auto Union, owner of green and shows it to British officials. They order 20,000. American, the discontinued Audi brand, and NSU Motorenwerke -- to create the British, and French motor companies decline to take over the plant. modern-day Audi, the company’s luxury brand.

•1948 •1972 Micro Station Wagon Volkswagen, reorganized as a trust under West German control, On February 17, the 15,007,034th Type 1 Beetle is made, surpassing the introduces the Volkswagen Type 2 van, pickup, and camper, and the Ford Model T as the most produced single model in history. Karmann Ghia sports car. •1978 •1949 Volkswagen opens its first U.S. factory in New Stanton, Pennsylvania, for The Volkswagen Type 1 Beetle is exhibited and sold in the United States Panel Delivery North American production of the Rabbit, a hot seller known as the Golf for the first time. Only two units sell that year, but sales soon pick up. in Europe.

VOLKSWAGEN HISTORICAL PROGRESS

TIME LINE •1993

The Golf Mk3 and the Jetta arrive in North America, but fewer than 50,000 VWs are sold here, a record low.

•1998

The Volkswagen New Beetle and the fourth-generation Jetta (along with the 1996 incarnation of the Passat) boost sales significantly in North America. The Volkswagen Group acquires Bentley, Bugatti, and Lamborghini.

•2002

Volkswagen announces the Phaeton line, a play for the luxury market, and the Touareg, the company’s first modern sport-utility vehicle. The Volkswagen Beetle, •2003 officially called the Volkswagen Type 1, 1938 On July 30, the final Type 1 Beetle rolls off the production line in Puebla, Mexico. Car No. 21,529,464 is immediately shipped to the Volkswagen museum in Wolfsburg.

•2008

In July, VW announces plans for a $1 billion assembly plant in Chattanooga, Tennessee. It will make cars designed for North America, including a midsize sedan to compete with the Honda Accord and Toyota Camry. On October 26, Porsche, which had been buying up VW stock, reveals a plan to assume control of VW.

•2009

Volkswagen and Porsche announce a merger on May 6. In October, VW announces it will take a 49.9% stake in Porsche for $5.75 billion. And in Volkswagen 2013 Beetle R December, VW takes a 19.9% stake in Suzuki, a deal valued at $2.5 billion.

PRODUCTION PLANTS

World Wide Factories

he Group operates 94 production plants in 18 European countries Tand a further eight countries in the Americas, Asia and Africa. Each working day, 501,956 employees worldwide produce some 34,500 vehicles, are involved in vehicle-related services or work in the other fields of business. The Volkswagen Group sells its vehicles in 153 countries.

EUROPE CURRENT MODELS RANGE

• Germany • Volkswagen Amarok (2009-present) • Poland • Volkswagen Eos (2006-present) • France • Volkswagen Fox (2005-present) • Belgium • Volkswagen Gol G5 (2008-Present) • Denmark • Volkswagen Golf Mk6 (2009-present) • Slovakia Republic • Volkswagen Jetta A5 (2005-present) • Turkey • Volkswagen Lavida (2008-present) • Great Britain • Volkswagen New Beetle (1998-present) • Spain • Volkswagen Passat B6 (2005-present) • Volkswagen Passat B7 (2010-present) • Volkswagen Passat CC (2008-present) NORTH AMERICA • Volkswagen Phaeton (2002-present) • Volkswagen Polo Mk4 (2002-present) • United States Of America • Volkswagen Polo Mk5 (2009-present) • Mexico • Volkswagen Routan (2008-present) • Volkswagen Santana (1981-present) SOUTH AMERICA • Volkswagen Scirocco III (2008-present) • Volkswagen Tiguan (2009-present) • Brazil • Volkswagen Touareg II (2010-present) • Argentina • Volkswagen Type 2 T2 (1967-present) • Volkswagen Type 2 T5 (2003-present)

ASIA

• Republic Of China • India

AFRICA

• South Africa

VOLKSWAGEN ADVERTISING

Promotion Strategy

n 1949, William Bernbach, along with colleagues, Ned Doyle Iand Maxwell Dane, formed Doyle Dane Bernbach (DDB), the Manhattan advertising agency that would create the revolutionary Volkswagen ad campaigns of the 1950s and 1960s. Bernbach’s artistic approach to print advertising was innovative, Think Small was an advertising campaign for the Volkswagen and he understood that advertising didn’t sell products. The strategy Beetle, created by Helmut Krone with the copy written by Julian was to keep customers by creating and nurturing them as brand Koenig, at the Doyle Dane Bernbach (DDB) agency in the 1950s. It was ranked as the best advertising campaign of the twentieth ambassadors rather than attempting to attract the attention of century by Ad Age, in a survey of North American advertisements. those who were uninterested in the product. Bernbach’s team of “agency creatives” was headed by Helmut Krone, who pioneered the idea of simplicity in print media advertisements. His repeated use of photographs as opposed to the embellished illustrations used traditionally by competing agencies, spawned comfortably-consistent, yet unique, print ads that met DDB’s goal of making a stark departure from existing advertisement techniques. The corporate headquarters and factory that produced Volkswagens was located in Wolfsburg, Germany. Because Volkswagen’s advertising budget in 1960 was only $800,000 DDB’s bare-bones, black-and-white approach, coupled with a projected common theme of irreverence and humor, fit Wolfsburg’s needs well. Each Volkswagen ad was designed to be so complete that it could stand alone as a viable advertisement, even without addressing all aspects of the automobile. Taken as a sign of the campaign’s runaway success, research by the Starch Company showed that these Volkswagen advertisements had higher reader scores than editorial pieces in many publications, noting that Volkswagen advertisements often didn’t even include a slogan or logo. The 1959 Think Small Volkswagen series of advertisements were voted the No. 1 campaign of all time in Advertising Age’s 1999 The Century of Advertising. Herbie is an anthropomorphic 1963 Volkswagen Beetle, a character that is featured in several Disney motion pictures starting with the 1968 feature film The Love Bug.

BEST SELLERS

Top Three

olkswagen has three cars in the top 10 list of best Vselling cars of all time compiled by the website 24/7 Wall St:

• The Volkswagen Golf The Volkswagen Golf is a small family • The Volkswagen Beetle car manufactured by Volkswagen since • The Volkswagen Passat 1974 and marketed worldwide across six generations. With these three cars, Volkswagen has the most cars of any automobile manufacturer in the list that are still being manufactured. http://www.247wallst.com/

The Volkswagen Beetle, officially called the Volkswagen Type 1 is an economy car produced by the German auto maker Volkswagen (VW) from 1938 until 2003.

The Volkswagen Passat is a large family car marketed by Volkswagen through six design generations since 1973.

VOLKSWAGEN RACING

Racing Line

eing a part of Volkswagen Racing means being part Bof a worldwide heritage that has seen drivers and cars that have been an integral part of motorsport’s history books, and continue to make a big impression to motorsport in 2012.At the beginning came circuit racing: the foundation stone for Volkswagen’s motorsport activi- ties was laid back in 1966 with the creation of “Formula Vee” – racing cars built from readily available VW Beetle parts. In 1971 came the more powerful Formula Super V, which until its end in 1982 became renowned as a hotbed for up-and-coming talent, producing Formula 1 drivers such as Niki Lauda, Jochen Mass, Nelson Piquet, Jochen Rindt and Keke Rosberg. Volkswagen also achieved several victories and the championship in Formula 3. After its move in 1973 to Hanover, the department, renamed as Volkswagen Motorsport in 1981, specialised in a new field. With the first generation VW Golf, the sports department took over the development of rally cars. At home and abroad, the Golf GTI in the hands of drivers such as and Pentti Airikkala took the world by storm. On its 20th anniversary in 1986, Sweden’s Kenneth Eriksson won Volkswagen Motorsport the title of group A world rally champions.

Nelson Piquet Kenneth Eriksson Niki Lauda Keke Rosberg Pentti Airikkala

INFORMATION DATA BASE

Source Knowledge

Volkswagen, history,Volkswagen (timeline),viewed 11 August 2012 http://en.wikipedia.org/wiki/Volkswagen

Volkswagen,volkswagen logo,viewed 12 August 2012 http://www.dastank.com/Volkswagen-Logo-History.htm

Case Study of Volkswagen Logo: From 1939 to Present Day,viewed 12 August 2012 http://www.logoinn.net/case-study-of-volkswagen-logo-from-1939-to- present-day/

Volkswagen, Volkswagen Group ,viewed 15 August 2012 http://en.wikipedia.org/wiki/Volkswagen_Group

Volkswagen, paragraph one section one, viewed 14 August 2012 http://en.wikipedia.org/wiki/Volkswagen

The History of Volkswagen, By Timeline text by Zachary Wilson, February 1, 2010 http://www.fastcompany.com/1512941/history-volkswagen

Conceptcarz, from concept to production, Source - AACA Museum, 18 August 2012 http://www.conceptcarz.com/vehicle/z7533/Volkswagen-Beetle.aspx