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THE NEW BEETLE I. Case Summary The Volkswagen Beetle was born in the mid 1930s, when Ferdinand Porsche began drawing up plans for "Volksauto", a people's car. Built in a plant located in Wolfsburg - a town midway between Berlin and Hamburg - the car was conscripted into World War II and served as Germany's equivalent to the Jeep during the late 1930s and early 1940s. Although originally named the Kraft durch Freude or "Strength through Joy" car, people quickly adopted the car's more endearing appellation, The Beetle, when one of the prototypes was so dubbed by the New York Times in 1938. Beginning in late 1950s, Volkswagen experienced a string of single-product successes in the U.S. Market, The Beetle. In 1960, Volkswagen (VW) Beetle became an automotive icon of 1960s counter culture. But in 1993, VW sales had been decline from over half a million cars in 1970 to less...

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