Thinking Small: The Long, Strange Trip of the Volkswagen Beetle

by Andrea Hiott

  Top Secret-OSS-Psychological Analysis of Adolph Hitler. Walter Langer, M.O. Branch Office of Strategic Services, Washington, D.C. With the collaboration of Prof. Henry A. Murray of Harvard Psychological Clinic, Dr. Ernst Kris of the New School for Social Research, and Dr. Bertram D. Lawin of the New York Psychoanalytic Institute.

  Typisch Wolfsburg! Von Werden einer neuen Stadt 1938–2008. Wolfsburg, Stadt Wolfsburg, 2008.

  Volkswagen Writes History: A chronicle of facts and pictures—from the past to the present. Wolfsburg, Volkswagen AG. 1998.

  Wortprotokoll der Uebertragung der Grundsteinlegung des Volkswagen Werkes bei Fallersleben am 26 Mai 1938. Erstellt vom Rolf Linnemann, März 1987. Eigentum der Stadt Wolfsburg, Stadtarchiv F264.

  Selected Bibliography

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  Bullock, Alan. Hitler: A Study on Tyranny. New York, Harper Collins, 1991.

  Canetti, Elias. The Torch in My Ear. London, Granta (in cooperation with Farrar, Straus and Giroux Inc.), 1999.

  Challis, Clive. Helmut Krone: The Book. Cambridge Enchorial Press, 2005.

  Clausewitz, Claus von. On War. (Vom Kriege). Project Gutenberg. Original from 1832. English edition from Kindle Books, 2009.

  Della Femina, Jerry. From Those Wonderful Folks Who Gave You Pearl Harbor. Simon & Schuster, 2010. Original: 1970.

  DeLorenzo, Matt. The New Beetle. Osceola, WI, MBI Publishing Company, 1998.

  Edelmann, Heidrun. Heinz Nordhoff und Volkswagen. Goettingen, Vandenhoeck und Ruprecht, 2003.

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  Ford, Henry (with Ralph Waldo Trine). The Power That Wins. Bobbs-Merrill, 1929.

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  Hahn, Carl Horst. Meine Jahre mit Volkswagen. Munich, Signum, 2005.

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  Heidersberger, Heinrich. Wolfsburg: Bilder Einer Jungen Stadt. Berlin, Nicolaische Verlagsbuchhandlung, 2008.

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  Herlyn, Ulfert and Tessin, Wulf. Faszination Wolfsburg 1938–2000. Opladen, Leske & Budrich, 2000.

  Hitler, Adolf. Mein Kampf, reprint, Munich, 1943.

  Hitler, Adolf. My Struggle. 1992.

  Hitler, Adolf. Edited by Max Domarus. Speeches and Proclamations 1932–1945: The Years 1932–1938. Bolchazy-Carducci Publishers, 1992.

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  ——— Hitler 1889–1936 Hubris. 2000.

  ——— Hitler 1936–1945 Nemesis. 2001.

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  Kiley, David. Getting the Bugs Out. New York, John Wiley and Sons, 2002.

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  Kuby, Erich. Alarm im Werk. Munich, Franz Schneider, 1955.

  Lears, T. Jackson. Fables of Abundance: A Culture History of Advertising in America. Basic Books, 1995.

  Levenson, Bill. Bill Bernbach’s Book. Villard, New York, 1987.

  Lewandowski, Juergen. New Beetle. Wolfsburg, 1998.

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  Loewenstein, Hubertus. A Basic History of Germany. Inter Nationes, 1965.

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  ——— The Art of Advertising. H. N. Abrams, 1977.

  ——— Covering the ’60s. Monacelli Press, 1996.

  ——— George Lois on His Creation of the Big Idea. Assouline, 2008.

  Lorin, Phillippe. Five Giants of Advertising. Paris, Assouline, 2001.

  Ludvigsen, Karl. Porsche: Excellence Was Expected. Bentley Publishers, 2008.

  ——— Battle for the Beetle. Bentley, 2000.

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  ——— Letters from the War. 1992.

  Marcantonio, Alfredo. Remember Those Great Volkswagen Ads? 2000.

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  McLuhan, Marshall. Understanding Media, the Extensions of Man. Edited by Terrence Gordon. Gingko Press, 2003.

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  Mommsen, Hans and Manfred Grieger. Das Volkswagenwerk und seine Arbeiter im Dritten Reich. Duesseldorf, 1996.

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  Müller, Peter. Ferdinand Porsche: Der Vater des Volkswagens. Stuttgart, Leopold Stocker, 1998.

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  Parkinson, Simon. Volkswagen Beetle: The Rise from the Ashes of War. Veloce Publishing. (Stadtarchiv 4002).

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  ——— George Marshall: Statesman, 1945–1959. New York, Viking, 1987.

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  Railton, Arthur. Der Kaefer: Der ungewöhnliche Weg eines ungewöhnlichen Automobils. Zurich, Eurotax, 1985.

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  Reich, Simon. The Fruits of Fascism: Postwar Prosperity in Historical Context. Cornell University, 1990.

  Reich-Ranicki, Marcel. The Author of Himself. London, Orion, 2001.

  Reuss, Eberhard. Hitler’s Motor Racing Battles. Haynes Publishing, 2008.

  Riechert, Udo. Neubeginn im Schatten. Wolfsburg, Steinweg, 1987.

  Rosenbaum, Jean. Is Your Volkswagen a Sex Symbol? Hawthorne Books, 1972.

  Rosenfeld, Gavriel and Paul Jaskot (editors). Beyond Berlin. University of Michigan, 2008.

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  ——— The Problems of Philosophy. 1912.

  Sachs, Wolfgang. For Love of the Automobile: Looking Back into the History of Our Desires. Berkeley, University of California Press, 1992.

  ——— Die Liebe Zum Automobil: ein Rückblick in die Geschichte unserer Wünsche. Hamburg, Rowohlt, 1984.

  Schenzinger, K. A., H. Simon, and A. Zischka. Nordhoff. William Andermann, 1969.

  Schneider, Christian. Stadtgründung im Dritten Reich. Wolfsburg and Salzgitter, 1978.

  Schumacher, Fritz. Small Is Beautiful, Economics as if People Mattered. Reissued by Harper Collins, 2010.

  Schwartz, David. The Magic of Thinking Big. Wilshire Book Company, 1959.

  Shuler, Terry. The Origin and Evolution of the Volkswagen. Princeton, N.J., 1984.

  Sloan, Alfred. P. Jr., Adventures of a White Collar Worker. 1970.

  Speer, Albert. Inside the Third Reich. New York, Simon & Schuster, 1997.

  ———. Spandau, The Secret Diaries. Macmillan, 1976.

  Steinberg, Jonathan. Bismark: A Life. Oxford University Press, 2011. Kindle Edition.

  Stoelzl, Christoph. Die Wolfsburg Saga. Stuttgart, Konrad Theiss Verlag GmbH, 2008.

  Strache, Wolf. 100 Years of Porsche. Stuttgart, Porsche, A.G., 19

  Taylor, A. J. P. The Habsburg Monarchy, 1809–1918. University of Chicago Press, 1976.

  Taylor, Blaine. Volkswagen Military Vehicles of the Third Reich. Da Capo Press, 2004.

  Terkel, Studs. The Good War. An Oral History of World War Two. New York: Pantheon, 1984.

  Tresidder, Jack. The Complete Dictionary of Symbols. Duncan Baird Publishers, 2004.

  Turner, Henry Ashby. General Motors and the Nazis. Yale University Press, 2005.

  Vaitheeswaran, Vijay. Zoom: The Global Race to Fuel the Car of the Future. New York, 2007. (Kindle Edition.)

  Wells, Mary. A Big Life in Advertising. New York, Knopf, 2002.

  Willens, Doris. Nobody’s Perfect: Bill Bernbach and the Golden Age of Advertisng. Self-published, CreateSpace, 2009.

  Womack, James (with Daniel Jones and Daniel Roos). The Machine That Changed the World: Based on the Massachusetts Institute of Technology 5-Million-Dollar 5-Year Study on the Future of the Automobile. New York, Simon & Schuster, 1990.

  Wood, Andrew. New York’s 1939–1940 World’s Fair. Arcadia Publishing, 2004.

  Wood, Jon. Great Marquees of Germany. Viscount Books, 1985.

  Zentner, Christian. Adolf Hitler Chronik 1889–1945, Aufstieg und Untergang. St. Gallen, Otus, 2005.

  Catalogs

  Place of Remembrance of the History of Forced Labor for the Volkswagen Factory. Volkswagen AG, Wolfsburg.

  “50 Jahre Volkswagen Werbung.” Stern magazine spezial, 2002. (Eigentum der Stadt Wolfsburg Stadtarchiv 4654.)

  Käfer: der Erfolkswagen. Prestel. Museum fär Kunst und Gewerbe Hamburg, 29 August bis 30, November 1997.

  Französische Malerei: von Delacroix bis Picasso. Organized by Volkswagenwerk, 8 April–31, May 1961. Stadthalle Wolfsburg.

  Historical Notes: A Series of Publications from the Volkswagen, AG Corporate Archives, Wolfsburg

  The British and Their Works: The Volkswagenwerk and the Occupying Power 1945–1949. Editors: Bernd Graef, Manfred Grieger, Dirk Schlinkert. Wolfsburg, 1999.

  Henk ’t Hoen: Zwei Jahre Volkswagenwerk, Als niederländischer Student im ‘Arbeitseinsatz’ im Volkswagenwerk von Mai 1943 bis zum Mai 1945. Editors: Manfred Grieger, Ulrike Gutzmann, Dirk Schlinkert. Wolfsburg, 2005.

  Richter, Ralf. Ivan Hirst. VW Publication. Wolfsburg.

  Überleben in Angst: Vier Juden berichten über ihre Zeit im Volkswagenwerk in den Jahren 1943 bis 1945. Editors: Manfred Grieger, Ulrike Gutzmann, Dirk Schlinkert. Wolfsburg, 2007.

  Abfahrt ins Ungewisse: Drei Polen berichten über ihre Zeit als Zwangsarbeiter im Volkswagenwerk von Herbst 1942 bis Sommer 1945. Editors: Manfred Grieger, Ulrike Gutzmann, Dirk Schlinkert. Wolfsburg, 2009.

  Olga un Piet: Eine Liebe in zwei Diktaturen. Editors: Manfred Grieger, Ulrike Gutzmann, Dirk Schlinkert. Wolfsburg, 2009.

  Towards Mobility: Varieties of Automobilism East and West. Editors: Manfred Grieger, Ulrike Gutzmann, Dirk Schlinkert. Wolfsburg, Volkswagen AG, 2009.

  Volkswagen Chronicle: Becoming a Global Player. Editors: Manfred Grieger, Ulrike Gutzmann, Dirk Schlinkert. Wolfsburg, Volkswagen AG, 2008.

  Work Exhibition 1. Editors: Manfred Grieger and Dirk Schlinkert. Wolfsburg, Volkswagen AG, 2006.

  Porsche Museum and Porsche Archive Publications

  Porsche Chronicle, 1931–2008. Munich, Piper Verlag, 2008.

  Die Autos. Stuttgart, Porsche Museum, 2009.

  Ferdinand Porsche und der Volkswagen. Stuttgart, Porsche Museum, 2009.

  Ferry Porsche. Stuttgart, Porsche Museum, 2009.

  Pionier des Hybridantriebs. Stuttgart, Porsche Museum, 2010.

  Speeches

  Robert Gage at Art Director’s Club of Montreal. 1963.

  Julian Koenig at The Advertising Writer’s Club. 9 November 1961.

  Lore Parker, Vice President of DDB. 15 October 1966.

  DDB News Interviews

  Phyllis Robinson: from Great American Copywriter Vol. 2, published 10 March 1971 • Bill Bernbach Interview from 1974 • Bill Bernbach from June issue DDB News, 1969 • Helmut Krone Interview, September 1968 • Online reprints of other interviews/clippings by Tadahisa Nishio

  Letters

  Bill Bernbach to Bill Moyers. 17 August 1964 • Bill Bernbach’s letter to Grey. 15 May 1947 • “Toynbee v. Bernbach”

  Magazines, Journals, and Newspapers

  Advertising Age • Autogramm: Die Zeitung fuer Mitarbeiterinnen und Mitarbeiter der Marke Volkswagen • Bug Power • Business History Review • Dearborn Independent • Die Strasse • The Economist • Esquire magazine • The Financial Times (London) • Forbes • Foreign Affairs • Harper’s Magazine • International Spiegel Online • ID magazine (Bugs Issue) • Journal of Commerce • Le Monde • Life magazine • Motor • New York Times • The New Yorker • The New Republic • Reader’s Digest • Road & Track • Rolling Stone • Der Spiegel • Der Tagesspiegel • Time magazine • The Villager • Die Welt

  Articles

  Adamson, Allen. “Volkswagen, B
MW Understand What It Takes to Stand Out.” Forbes, 25 April 2011.

  Bedford, Paul. “He Tried Harder.” Creative Review, vol. 42, February, 2001.

  Clark, Blake. “The Car That Built a City.” Reader’s Digest, February 1954.

  DeJesus, Erin. “Mad Women.” Bust Magazine, December/January 2009.

  Friedmann, Jan. “Adolf Hitler’s Time in Jail.” Der Spiegel Online, 23 June 2010.

  Goerl, Stephen. “German Challenge.” New York Times, 25 October 1953.

  Hawranek, Dietmar. “The Porsche Story: A Fierce Family Feud.” Der Spiegel, 21 July 2009.

  ——— “Designing Cars for Hitler: Porsche and Volkswagen’s Nazi Roots.” Der Spiegel Online, 21 July 2009.

  Henderson, David: “Germany Economic Miracle.” Library of Economics and Liberty, The Concise Encyclopedia of Economics. 2008.

  Kiley, David. “The Volkswagen Beetle Rides Again.” AOL Autos, 18 April 2011.

  Lasky, Melvin. “The Volkswagen: A Success Story.” New York Times, 2 October 1955.

  Michener, James. “A Tough Man for a Tough Job.” Life, 12 May 1952.

  Piper, Ernst. “Allein gegen Hitler.” Der Tagesspiegel, 1 November 2009.

  Schaefer, Daniel. “VW Chairman Adds Scalp to List of Victims.” Financial Times, London. 25/26 July 2009.

  ——— “Protective Layers.” Financial Times, London 17 June 2010.

  Schütz, Erhard. Der Volkswagen, 2000.

  Tallmer, Jerry. “Notebook: Salinger as Touchstone in My Life, in all Our Lives.” The Villager, Volume 79, Number 35, 3–9 February 2009.

  Tolliday, Steven. “From ‘Beetle Monoculture’ to the ‘German Model’: the Transformation of Volkswagen, 1967–1991.” Business and Economic History, Volume 24, no. 2, 1995.

  ——— “Enterprise and State in the West German Wirtschaftswunder: Volkswagen and the Automobile Industry, 1939–1962.” Business History Review, 22 September 1995.

  Walker, Lester. “Secrets by the Thousands.” Harper’s Magazine, October 1946.

  Weissenborn, Stefan Robert. “Benz war’s nicht: Ein Schweizer Historiker ist überzeugt: Das erste Auto der Geschichte baute ein anderer. Und zwar viel früher.” Die Welt. 28 November 2009.