1 janv. 1939 - Pull Strategy: 1939

Description:

Volkswagen was founded and headquartered in Wolfsburf, Germany as a Nazi Organization operated by the German Labour Front. This car company was the German government’s pride and joy so they were quite desperate to create an affordable yet fast “people’s car” (which is what Volkswagen translates to). In 1938, Adolf Hitler himself declared and marketed the very first model of Volkswagen in a rally where he stated, “It is for the broad masses that this car has been built. Its purpose is to answer their transportation needs, and it is intended to give them joy” (Hitler, 1938). This shows a textbook example of the pull strategy in international marketing because Volkswagen was sold directly to the consumer from the owners, who were at this point in time the German government, by trying aggressively to suggest that the consumer needs to own this product and that they should go directly to the government to get the car, not to any other retailers.