Abstract
«[. . .] so far, only sunny days [. . .]» Setting up Volkswagen's dealership network, 1948-1967 The dealership network at Volkswagen is exemplary for the automobile industry's overall sales organisation in other words, for the distribution oflarge, uniform production volumes. Volkswagen was not able to fall back on an existing dealer network after 1945 and so had to put together a new one. The great speed with which this was done brought about numerous problems and difficulties. However, the early structural decisions were even more decisive for these conflicts: the company opted for a system of independent retailers under a wholesale trade level. The wholesale traders also worked as large retail dealers and triggered a rapidly progressing concentration process, becoming very influential economically and a power factor in their own right vis-a-vis Volkswagen. On the other hand, by neglecting their duties in looking after their dealers and garages and resisting the decentralisation which was aspired to, they did not always meet with the company's approval. The development of the dealership network wa naturally shaped by economic development, changing market conditions such as new buyer groups, the shift towards a buyer's market and the be aviour of the competition. It was particularly the shift towards a buyer's market that led to the turning away from the hitherto prevalent production orientation to a stronger market, sales and customer orientation, as well as to a c ntralisation of the dealer and garage network, while at the same time strengthening sales promotion and advertising.
Published Version
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