The Day VW Came to America On This Day Jan, 17, 1949 337s

In the aftermath of World War II, the Volkswagen factory, under the leadership of Henirich Nordhoff, faced a critical decision in 1949. With export sales flourishing, Nordhoff recognized the need to target the American market, the epitome of post-war prosperity. This decision marked the beginning of an ambitious journey for Volkswagen in the USA, with an unexpected twist involving the influential Max Hoffman.

Nordhoff's initial attempts, began On This January 17, 1949 by sending salesman Ben Pon with a Beetle to attract American dealers, proved challenging. After no luck and no sales Pon gave-up sold the Beetle for $800 and returned home. Nordhoff realized that to fully tap into the American market, a different approach was needed. In 1949, he personally ventured to the U.S., yet he only matched Pon’s sales, selling only one car, facing disinterest from foreign car dealerships. I would keep in mind that this was 1949, 4 years after WWII and there was still bad feeling about the Germans, to say the least.

The turning point came in 1950 when Max Hoffman, a significant auto importer, agreed to purchase a few VWs. This collaboration laid the foundation for a corporate presence for Volkswagen in America. In 1950, amidst 6.6 million new cars in the U.S., 330 were Volkswagens. However, many dealers bought VWs not for their intrinsic appeal but to enhance their business relationships with Hoffman, hoping for access to coveted brands like Jaguar or Porsche. Rumor even has it that Hoffman would not grant a desirable MG dealership without the investor taking on Volkswagon.

Sales remained sporadic for the first three years of the decade, with 2,173 VWs registered in America by the end of 1953. Nordhoff recognized the necessity of adapting to American concerns – the perceived risks and expenses associated with owning an imported car. The challenge was to change the mindset of the American populace.

In 1954, Volkswagen Company of America (VWoA) was incorporated, marking a significant shift in strategy. Nordhoff initiated the creation of a widespread network of dealerships and service stations, aiming to provide Americans with a level of comfort previously absent in the foreign car market. By the end of the decade, 807 Volkswagen dealerships, all equipped with service stations, were operating across America.

This extensive network was complemented by the nature of the Volkswagen itself. Unlike planned obsolescence prevalent in American cars, VWs were designed for longevity and ease of maintenance. Interchangeability of parts allowed dealerships to stock components for various models without the burden of vast inventories.

The VW's unique features, from exceptional gas mileage to a joyous driving experience, made it an ideal second car or a choice for young working singles or couples. The Volkswagen dealership system facilitated the quintessential 1950s leisure activity – the road trip.

The result was remarkable. While there were only 6,000 VWs in America in 1954, this figure surged to 104,000 by 1958 and reached 150,000 by 1959. The Volkswagen had successfully become an integral part of the American automotive landscape, embodying practicality, affordability, and a sense of adventure that resonated with the spirit of the era.

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