Introduction

• Volkswagen – the largest automobile manufacturer in Europe, one of the four largest in the world.

• Volkswagen, “the peoples' car”, origin can be traced to the 1930s.

• It was designed to be an affordable car for the common man.

• In 1936 the 1st prototype was called kdf-wagen, was designed in Stuttgart, Germany.

• The prototype was similar to Beetle’s model.

Contd...

• Construction for the production plant for the model began in 1938 at Wolfsburg, Germany.

• During WW-II, the company shifted its focus to producing military vehicles (Type 81 kubelwagen & Schwimmwagen).

• Later revived by British Army Officer Major Ivan Hirst.

• By 1946, the factory was producing 1000 Beetle cars a month mainly for the British army, army officers & the German post office.

• Later the factory was controlled by West German govt.’s Trust.

Contd...

• In 1948, Heinrich Nordoff, a former Sr. Manager at Adam Opel Gmbh, was recruited to run the factory.

• Till 1955, Volkswagen was producing 1000 cars per day including vans, pickups and a sports coupe called Karman Ghia.

• The co. continued its one model policy under Nordoff, Beetle being a major success in U.S.

• Audi acquisition in 1964 helped the co.'s expertise in front-wheel drive systems & water cooled engines, influencing later models like Polo, Golf & Passat.

Reviving A Cult Car

• Volkswagen unveiled Iroc concept at a special event in Berlin.

• Iroc being the prototype of 3rd generation model of Scirocco, a sports coupe.

• Iroc was launched to fill the gap in Volkswagen Product Line.

• Revival was influenced by the success of the New Beetle in the late 1990s.

• Positioned as one of the emotional brands targeting the niche market.