Thinking Small

October 31, 2011
Hiott, editor-in-chief of a cultural journal called Pulse, presents the history of the whimsical German automobile, unveiling an intricate saga that spans nearly 90 years and includes some of the most monumental shifts in politics, economics, and creativity in the past century. The story begins with Ferdinand Porsche, the Austrian car designer, who was unable to find a backer for his “small car” design until Adolf Hitler “got his idea for giving Germany a People’s Car,” or Volkswagen. Given Hitler’s involvement, the story of Volkswagen is a tangle that interweaves combat, Nazis, war crimes, British occupation, the Marshall Plan, the division of the German state and mid-century economic reforms, but Hiott is able tie all the story lines into a compelling and revealing tale of inspiration, tragedy and triumph thanks to her in-depth research. Hiott, an American-born journalist who lives in Berlin, also illuminates the cultural significance of the Beetle, focusing heavily on how the Madison Avenue firm DDB created a revolutionary advertising strategy for Volkswagen that helped the car become not only a symbol of the ’60s counterculture movement but also a representation of American individuality and freedom. Woven together with a prose that is both serious and conversational, this thorough history of Volkswagen is a surprisingly substantial and far-reaching chronicle of “a car that belongs to the world.”

February 1, 2012
The well-researched story of an iconic car. Translated from German, Volkswagen means "people's car," an ironic moniker considering that the company was founded in 1937 by the Nazi trade union. Nonetheless, the company's signature product, the Beetle, became one of the most iconic autos in the United States. How? As Hiott writes, it was a felicitous combination of smart design, an affordable price point and savvy advertising and marketing. Even today, the company knows how to creatively raise brand awareness--the publication of this book was timed to coincide with the release of the newly designed Beetle. Hiott's debut is an assured, enthusiastic account of a company that, oddly enough considering its rich, controversial history, has yet to receive such in-depth treatment. The author goes beyond the cars themselves, exploring why the Beetles of the 1960s and '70s--certainly not the sexiest or most impressive automobiles--became hip. Since the majority of the action took place decades ago, there's very little in the way of conversation in the narrative, but Hiott's passionate authority makes for enjoyable reading. The sheer amount of detail may deter readers who have limited interest in the Beetle, but if you're a fan of fahrvergnugen, this is essential stuff. A must-read for hardcore car buffs and a must-skim for casual drivers and general readers.

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August 1, 2011

Here's the story of the little car that could, told by an American author who went to Berlin after college graduation and ended up cofounding a cultural journal called Pulse, of which she is now editor in chief. Coinciding with the release of the redesigned Beetle in December 2011; a big push to car buffs and history buffs, LibraryThing and Goodreads users alike. Pretty cool.

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