Heinrich Nordhoff
Heinrich Nordhoff | |
---|---|
Born | Heinz Heinrich Nordhoff 6 January 1899 |
Died | 12 April 1968 | (aged 69)
Known for | Chief of Volkswagen |
Heinz Heinrich Nordhoff (6 January 1899 – 12 April 1968) was a German engineer who led the rebuilding of Volkswagen (VW) after World War II. He was featured on the cover of Time magazine on Feb. 15, 1954.
Nordhoff accepted the British invitation to assume the directorship of VW, directly after WWII, at the time little more than a bombed factory, and guided the company to become the fourth largest automotive company at the time of his death in 1968.[2]
Background
Nordhoff was born in
Nordhoff died on April 12, 1968, from the effects of a heart attack sustained months earlier. He was survived by his wife, Charlotte (Fassunge) Nordhoff (1898-1988) and daughters Elisabeth (later Mrs. Ernst Piech, grandson of
On his death, the Boston Globe described him as a shy, gentle man, an artist, music lover, naturalist, and hunter — who, having lived the equivalent of several years in the United States during his tenure with General Motors, spoke English like a native.[2] At the time of his death, he lived in Wolfsburg, West Germany, the city noted for Volkswagen's then-largest production facility.[2]
Career
In 1927, Nordhoff began work for BMW working on aircraft engines.
In 1929 he went to work for Opel, where he gained experience of the automotive industry and, since the company had been acquired by General Motors not long before, of American practices in the field.[1][5] He was rapidly promoted: in 1936 he was the Commercial-Technical director who presented the company's innovative new small car, the Kadett, to the public.
In 1942, with passenger car production much diminished on account of
After the war he was barred from working in the
During his first year in post, Nordhoff doubled production to 19,244 cars.[1] By the end of 1961 annual production exceeded a million vehicles.[1] He became legendary for turning the Volkswagen Beetle into a worldwide automotive phenomenon; he developed export markets and ultimately manufacturing facilities abroad.[3] He pioneered the idea of constant improvement while keeping the styling the same. He gave liberal benefits to Volkswagen workers and increased pay scales. Within six years of taking over Volkswagen, Nordhoff reduced the number of man-hours to produce a single car by 75 percent, from 400 to 100. His commitment to improving the workmanship at Volkswagen made the Beetle famous for its bulletproof reliability.
In 1955, shortly before the Wolfsburg factory celebrated its millionth Volkswagen, Nordhoff was awarded a Federal Service Cross with star.[7]
Nordhoff's ability to sell cars and his achievement in first placing the Wolfsburg factory on a firm footing and then making Volkswagen a domestic and international success have not been questioned, but he has been criticised on various bases. At
Nordhoff had wanted
Quote
"Offering people an honest value appealed to me more than being driven around by a bunch of hysterical stylists trying to sell people something they really don't want to have." — Heinrich Nordhoff on his automotive philosophy, from the book Volkswagen: Beetles, Buses and Beyond by James Flammang.
Notes
- ^ a b c d e f Smith, Maurice A. (Ed.) (25 April 1968). "News and views: Volkswagen chief dies". Autocar. 128 (nbr 3767): 57.
- ^ a b c John William Riley (April 14, 1968). "Heinrich Nordoff: he built a bug into an automotive giant". The Boston Globe, p. 122.
- ^ a b c d "Mister Volkswagen". Der Spiegel (in German). 22 April 1968.
- ^ The Glasgow Herald. 13 April 1968. p. 7.
- ^ ISBN 978-0-674-05091-4.
- ^ a b Rieger, p. 110.
- ^ Rieger, p. 122.
- ^ Rieger, pp. 132–33.
- ^ Rieger, pp. 240–41.
- ^ Tolliday, Steven (Winter 1995). "From 'Beetle Monoculture to the 'German Model': the Transformation of Volkswagen, 1967–1991" (PDF). Business and Economic History (pdf). 24 (2): 113 (pdf p. 3).
- ISBN 9780385467773.
- ^ "Für Käfermüde" [For the Beetle-tired]. Der Spiegel (in German). 15 May 1967.
- ^ Vieweg, Christof (3 April 2015). "VW-Prototypen der 50er und 60er: Autos ohne Zukunft". Süddeutsche Zeitung (Magazine) (in German).
- ^ "Volkswagen's Chief Dies". The Spokesman-Review. Spokane, Washington. AP. 13 April 1968. p. 6.
References
- Hans-Jürgen Schneider. Autos und Technik. 125 Jahre Opel, Schneider+Repschläger, 1987. OCLC 907749124(in German)
Further reading
- Heidrun Edelmann, "Heinrich Nordhoff: Ein deutscher Manager in der Automobilindustrie", in: Deutsche Unternehmer zwischen Kriegswirtschaft und Wiederaufbau, ed. Paul Erker and Toni Pierenkemper, Quellen und Darstellungen zur Zeitgeschchte 39, Munich: Oldenbourg, 1999. ISBN 9783486563634. pp. 19–52 (in German)
- Andrea Hiott, Thinking Small: The Long Strange Trip of the Volkswagen Beetle, Penguin Random House, 2012. ISBN 978-0345521422