Download 13548429 Brand Assignment on Volkswagen Brand Audit PDF

Title13548429 Brand Assignment on Volkswagen Brand Audit
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Brand Inventory

HISTORY:

When in 1937 the company known as "Gesellschaft zur Vorbereitung des Deutschen

Volkswagens mbH" was founded, no one could have guessed that it would one day be

Europe's largest carmaker. The history of the company - with all its trials and tribulations

- is first and foremost a story of impressive success.

On May 28th, 1937 the "Gesellschaft zur Vorbereitung des Deutschen Volkswagens

mbH" company is founded, and on September 16th, 1938 it is renamed

"Volkswagenwerk GmbH". In early 1938, in what is today Wolfsburg, work begins on

construction of the Volkswagenwerk plant which is to house production of the new

vehicle designed by Ferdinand Porsche.

After the end of the Second World War, in mid June 1945, responsibility for

Volkswagenwerk is placed in the hands of the British Military Government. Under the

management of Major Ivan Hirst, mass production of the Volkswagen Beetle is started.

On March 8th, 1950 the Type 2 goes into production, expanding the company's product

range. The Volkswagen Bus, still today known to many as the "VW Bully", soon creates

rising demand thanks to its multifunctional capabilities. In 1956 a separate

manufacturing base for the Transporter is established in Hanover, at the same time

setting down the roots of today's Volkswagen Commercial Vehicles brand.

In 1973 the Passat is the first model of the new generation of Volkswagen vehicles to go

into production - with front-wheel drive, a water-cooled four-cylinder engine and a range

of engines up to 110 bhp. The Passat is built in line with the modular strategy, by which

standardised components usable in a range of different models provide significant

rationalisation.

In January 1974 the first Golf is built at the Wolfsburg plant. in June 1983 production of

the second-generation Golf begins. The car is designed for a largely automated

assembly process, and in the specially erected final assembly hall, designated Hall 54,

robots are deployed for the first time in vehicle manufacture.

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