It’s hard to believe today, that at one time the Volkswagen Beetle was hard to sell to the American market. In the 1950s and early ‘60s, American cars got bigger and longer, and many people didn’t think they would want a car as small as a Volkswagen. In addition, even though World War II had been over for 20 years, many people were hesitant to purchase German products. This 1967 book was part of a marketing tool by Volkswagen to convince Americans that the Volkswagen was a viable, economical car to purchase. The 76-page hardback book, Think Small, is made up of many cartoons and short humorous essays about car ownership and the Beetle in particular. Car dealerships were supplied with copies of this book to hand out to potential Beetle customers. This particular book was given out by Hughes Motor Co., Hoke Davis, Sales Rep. The ironic thing is that within a year of this book being published the Beetle and the VW bus were the vehicles of choice by all the Hippies and Flower Children of the late 1960s and early ‘70s, and with the interest in the environment, many people wanted cars that burned less gasoline. The pages of the 8 1/8” x 6 3/4” book are in very good shape; the cover is intact, but a little scuffed, but not to a great degree.
What a great piece of history and a conversation starter! Please contact us if you have any questions.
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