Volkswagen History in Brazil

This article was published in the German magazine STERN on 16 October 1966.

AUTHOR OF JOURNALIST JÖRG ANDRESS ELTEN.

WITH PHOTOS FRED IHRT  

SPEAKING OF FRIEDRICH SCHULTZ WILHEM-WENK, THE MAN THAT CONVINCED  GERMAN HEINZ NORDHOFF, THE SUPERINTENDENT OF VOLKSWAGEN DIRECTOR, TO OPEN A BRANCH IN BRAZIL AND BUILD A FACTORY IN SÃO BERNARDO - SP - BRAZIL.

HALLO , LORD VOLKSWAGENHe looks exactly what Metro - Goldwyn - Mayer want as a movie star : slim , tall , elegant , graying at the temples , piercing gaze , winning smile , white teeth and all this wrapped in an expensive cologne. This was my impression when I met him in person for the first time at the Hotel Vier Jahreszeiten (Note : Four Seasons ) in Hamburg , where he was receiving friends and business partners . He had just come from distant Brazil . where he is the CEO of the largest German venture abroad : Volkswagen Brazil . The reception was really the atmosphere of a movie, " Bobby " (as his friends call our man in Brazil ) was the star and played his role superbly. Compliment  to the ladies were like " Lady again, you look wonderful !" " , and to gentlemen , "I know your are a very busy person, but it is wonderful to have you here, Thanks for coming " . This came out naturally from his lips , as if he had memorized the lines with the director . And obviously your picture next to your audience was , again , excellent.While waiters in tails passed caviar and French champagne corks flashed to the delight of the guests , the host was discreetly called to answered the phone : from Rio , London , Zurich .With the latest personal savings for BrazilBELOW THE LAND WHERE WAS BUILT IN A FACTORY VOLKSWAGEN in Sao Bernardo do Campo - SP .

Seventeen years ago Bobby Schultz - Wenk , who as a lieutenant colonel fought on the western front to the end, followed by a brief stint in prison camp , bought a ticket to Brazil . He had been a young enthusiast - junge Hitler (note : Hitler Youth ) . Now he felt - like many of his generation (1914 ) - bitterly betrayed . The borders of defeated Germany were small for him . He wanted to leave, leave the past behind and start a new life . Today it belongs to the elite of international CEOs , is head of 13,000 employees and the largest private company in Latin America, he , facing enormous difficulties organized and built .When we parted Schultz - Wenk in the lobby around midnight , he told us : " Come to Brazil , in Sao Paulo visit me and look our Brazilian production of beetles . " A few weeks later we were on our way.THE VW DOWN BUILDING ALREADY IN WORKSBELOW THE LAND WHERE WAS BUILT IN A FACTORY VOLKSWAGEN 

Sao Bernardo do Campo - SP ..

After nine hours of flight appeared to dramatic image of Rio de Janeiro , the city with the most beautiful nature of the world , the postcard from Brazil . Hundreds of times we saw their pictures in the photos , but the reality exceeded all expectations . Nestled between the sea and the mountain , and as a glittering jewel in soft velvet.This Copacabana with waves crashing against a wide range of sand which gives the hotel and luxury apartments bring us vague memories of Naples and Hong Kong . Nowhere is there such a great mix of tropical flora and fauna with modern civilization .At the airport we were greeted by John Corduan , German - South American head of press, public relations and " foreign minister " of the VW Brazil . With his mustache , sport shirt, he looks like a British gentleman who is representing the owner of a Texas ranch. At his command the bags bought out of the customs, and the car appears at the Copacabana Palace hotel suite door, which is rented throughout the year for VW in Brazil , opens .IMAGE OF  VW FACTORY UNDER CONSTRUCTION

where the VW-Corduan go he is the influence and power of an organization that has collected for the Brazilian state 140 million Marks and has ramifications in all corners of this vast country.

The commander of the airport follows us personally up to the twin-engine Beechcraft Queen Air that Volkswagen sent us along with two pilots for the trip to Sao Paulo. "We have friends everywhere," smiles Corduan, taking ice and a whiskey of the bar on the plane after takeoff.

By evening we landed in Sao Paulo. In the city of six million inhabitants where buildings are squeezed showing a brutal dynamic, arrived at rush hour. In a flurry of Volkswagens and we headed to the center and Corduan confirms that every two cars in this country, one is Volkswagen.


FACADE FACTORY IN THE OUTPUT OF EMPLOYEES

The factory is 24 kilometers from the town treeless landscape. Modern and luxurious with palm trees in front of the entrance and with large buildings and brick facades. Uniformed security directs heavy traffic. Colorful bodies of beetles are on top of the building by railing painting for the assembly line.

Here are 410 cars produced per day between Beetles, Kombis and Karmann Ghias-. The headquarters of Volkswagen in Wolfsburg invested 10.6 billion cruzeiros, 80 percent belongs to her and the other to a Brazilian family group (note: an investor Monteiro Aranha Group of Rio de Janeiro). While the project was being built there was only spending, but now the manufactures are already mature and can make part of the investments and remittance of profits. The gains are not negligible: a Volkswagen Beetle costs the equivalent of 10,000 marks. The German investment comes to fruition.


PRODUCTION LINE

One might think you were in Wolfsburg, if not for the many dark-skinned workers who are here dressed in blue overalls operate skillfully presses, spot welders and electric screwdrivers. As in all Brazil, here too the races are mixed. Blacks and whites work side by side on the assembly line along with Chinese, Japanese, Indians and indigenous. The power of assimilation to the earth melts in Brazilians. Here there is no discrimination and fights between races ..


PRODUCTION LINE

 

The concerns of the country are different. The population of 85 million growing at a rate of 3% per year. This means two and a half million Brazilians every year which include illiteracy and hunger. In the race against population growth need to be created 1 million jobs annually, a goal that is far from being reached.

Despite inflation is falling, food rose 20 percent in one year. Poverty grows. The civil service is swollen and bureaucracy, is terrible. Social movements do not end more dramatic confrontations, mild dictatorship of President Castello Branco, who took power in March 1964, the disarmed. But they continue and remain a threat to political stability in the country.

Bobby Schultz-Wenk welcomes us in a great mood in the canteen of the board of manufacture. Antique furniture, tapestries and wood paneling decorating the canteen. On the other side of the door is the sound of presses of the assembly line. Two girls and personable in beautiful green dresses serve in the menu. "The dresses I created myself," -.. Says head of VW-"I can not stand ugly woman near me" After that he speaks of his plans "In the coming year we will produce 500 cars daily in 1970 will be 1,000 per day. When I got here you could barely buy a cheese and now take a look here as it progressed. Brazil is a fantastic country. "

"And what's left for you personally?" - I ask. "You mean my salary? I am commissioned by the results "If the business fails to profit, means that I have not deliver the job then do not want to win anything, but if I make a profit then I want my share. I think this system healthier. "This is how works here, never a leader will only work for wages." 

During dessert, the mango slices liquor, I ask how a German director is with the union of Brazilian workers. Schultz-Wenk smiles: "Here I am my own union," and he adds Corduan "industrial relations here are not that important, and also no strikes , if someone wants to promoting gets fired." Not long ago, Schultz-Wenk increased production in a simple manner, he increased the speed of the assembly line. In Germany the workers were already ingrain. In Brazil this is not a problem. Schultz-Wenk: "Supervisors put pressure on staff and they correspond an admirable way."

The head of VW can afford to employ these methods because he introduced social benefits that are an example across Brazil - and many owners of Brazilian industry watching with great discomfort. The VW Brazil pays the highest wages in the country's doctors not only treat the factory employees, but the entire family, even hospitalization is free. And the great cafeteria food costs only 45 cents. "I can only make a good product with satisfied employees," says Schultz-Wenk. Three years ago a general strike paralyzed the country, Volkswagen of Brazil was the only one who continued working full steam.

The trajectory of the head of VW Brazilian began from the end of the war. After a short time as a prisoner of war he assumed the direction of a depot for transportation vehicles under the command of the British who were demobilized their war vehicles. During this time he was also cognizant of contact with the Volkswagen factory in Wolfsburg, which had just restart production. Wolfsburg manager fleet met the boss of Volkswagen, Nordhoff teacher. This was the fateful encounter in his life. Nordhoff was visibly impressed with the positive charm, the power of persuasion and attitude "hands on" of young man who grew up in Hamburg inside of the commercial tradition who demonstrated entrepreneurial gift combined with ways of man in the world.  

  

When Schultz-Wenk, in 1949, decided to emigrate to Brazil, Nordhoff asked to verify the possibility of selling Beetles in South America Schultz-Wenk then left for São Paulo as a salesman for Volkswagen. Upon his arrival he saw that it would not be easy to sell the Beetle in South America .American cars dominated the market. Nobody knew the strange Beetle Wolfsburg. But when Nordhoff came on a visit to Sao Paulo in 1950 and offered representation of Volkswagen to South America to immigrants from Hamburg, this did not hesitate. In five years sold more than 30,000 Volkswagens. It was a hard business. The Beetle had to be imported by the method of compensation. Schultz-Wenk was buying agricultural products in Brazil who traded by German Beetles. 

Awarded the Knight of the Order the Cardinal

In 1955, a new decree on imports stated that only companies who were willing to manufacture their cars in Brazil operate and could join the race for a share of the Brazilian market. Schultz-Wenk entered into an agreement with Nordhoff to build an assembly line. The parts come from Germany. "We started in a wooden shed to assemble our vehicles," remembers Schultz-Wenk. It was the beginning of the automobile industry in Brazil.

"We can not produce all rationally." Schultz-Wenk, so had to find companies that were willing to manufacture parts in Brazil that Volkswagen would need. The talent entrepreneurial immigrant from Hamburg now would show: his power of persuasion, his optimism, his commitment, dedication, its ease in making friends, your organizational talent and diplomatic dealings. Schultz-Wenk was constantly traveling every four weeks was in Germany. "At first we still traveling in propeller airplanes, a trip of 20 hours and had a bed in first class, was quite comfortable, I spent hours talking to the flight attendants and they served me breakfast in bed."

In Germany he convinced several parts suppliers to open branches in Brazil and manufacture parts. The majority was suspicious , had no idea about Brazil, but Schultz-Wenk guarantee behind them was a person with the highest reputation in the industrial circle of Germany, the VW boss Heinz Nordhoff. Schultz-Wenk refers to him as brotherly friend and says "Nordhoff has always been brilliant." If not for the generosity of Wolfsburg from the beginning there would be no Brazilian Beetle.

When Schultz-Wenk is not traveling to Germany or the United States, it acts as a diplomat in the Brazilian scenario VW. "Here we only go ahead if you have influential friends," he says. In Brazil there are maybe 200 people including important ministers, governors, generals, bankers and so on. "I know everyone personally."

With five Kombis per day produced by hand, Schultz-Wenk started its own production in 1957. Two years later the first Beetles would be produced. Today VW Brazil is a development with 600 million marks. The VW Brazil will have a turnover of one billion marks this year and dominates automobiles the Brazilian market . Of the five thousand pieces that make up a Volkswagen, only four are currently imported from Germany - a value of 11 marks in total - and. thousand five hundred parts are purchased from suppliers who settled in Brazil thanks to the efforts of Schultz-Wenk. The rest is manufactured at VW of Brazil, and among its thirteen thousand employees 28 technicians Wolfsburg just left.

The immigrant from Hamburg became Brazilian, Schultz-Wenk became naturalized. In the Brazilian aware his figure and Beetle are linked. My question is: "What car do you drive", the response from several Brazilian was a "Volks-Wenk."
Volks-Wenks are everywhere. When the opening of the capital Brasilia, Schultz-Wenk sent manufacture Kombis in version 50 campsites that ended up being used as temporary reception of guests of honor offices. ("A successful public relations"). When the official visit of President Lübke to Brazil, was the head of VW that had printed 20,000 photos of German President together thousands of banners with the colors of Germany and distributed them among the people. ("It does not come every year, so we have to have a party mood").

He knows everyone and everyone knows him . There is no minister of the German state on official visits that did not sit at his table, or Brazilian minister that has not been at his house.

While VW Brazil develops into key industry that stimulates the whole economy, the prestige of his boss rises so much that the cardinal archbishop of Rio de Janeiro with the award honors the "Knight of the Holy Order." Schultz-Wenk Say to him self: " I'm not even Catholic."

Beetle, sports and beautiful women.

At the peak of his success he is now 52 years old - still young to enjoy life. He likes the recognition of the powerful but more like when beautiful women find it him attractive. Aware of his physical, he does diet, does not smoke, drink socially, and gets angry when the scale shows that gained a pound. Golf shoes and he does not play anymore. But in the garden of his home doing physical exercises to keep fit. ("A man of fifty do not have to have flabby arms")

Cleverly he balances business with pleasure. Five days of the week are devoted to the factory, including nights when you get in your home to discuss business. His wife deals with house so that everything runs smoothly at home. Intelligent and cultured, she runs their personal staff with ability and silent.

Weekends the couple Schultz-Wenk spend with the children's Peter (16), Axel (14) and Christiane (8) children on their farm. The head of VW calls it "my small farm," but this is a new development model of one hundred and eighty acres, 1,200 pigs, 10,000 chickens, dairy cows of Holstein. He had to cut down the forest to form pastures and land for planting. His business card is his house that he built with his wife Eta. Everything has been planned to the last detail. Eta, which is a partner in an antique store in Sao Paulo, decorated the house with precious antiques, all in a refined good taste.

Here the CEO switches off and recharge the batteries, but not alone and undisturbed. The man needs to hang up hustle. He loves parties and guests - Ihrt when Fred and I arrived we were not the first. We could hear the sound of music beat from the swimming pool. The guests, including several beautiful, the women tanning in colorful hammocks, others played croquet on the lawn and extensive background riding horses grazed. 

Around midnight, while guests danced in front of the fireplace dressed in jeans and pullovers, Corduan arrives and announces: "The governor of São Paulo (Adhemar de Barros) as dismissed of his position." The news had not yet reached the television stations and radios. To the head of VW, the news was of predominate importance. The governor was a friend and supporter of Germany Factory (all police cars and ambulances were Volkswagen). And the VW Brazil had close links with the governor not only commercial but also political. Now he had lost the battle for power to the president. The threat of crisis in the air.

Bobby Schultz-Wenk dropped his partner, Corduan pulled to one side and asked, "Who will replace" "Roberto Abreu Sodré.", Said Corduan The head of VW breathe relieved "Good is also a friend of ours"

Then smiled and said to me: "Since we got here we have seen many governments come and go and VW Brazil continues".

The end,,,,,,,,,,

Schultz-Wenk directed Volkswagen Brazil 1953, year of foundation, up to1969, when he died at the young age of 55, victim of a brain cancer

This story was hidden a long time, sometimes we have no idea of entrepreneurship for some people to believe that one can make a dream come true, I hope you enjoyed ...


Collaboration: Edilson Rev. Carreon - VW Brazil  

 

   

  

Where's the van number 01?

 

Where's the van number 01?

I had already asked me that question several times, and maybe you too.

-This historic automobile which began production of cars by VW in Brazil on September 2, 1957.
The first van became part of the Brazilian landscape, who was a member of most families and is immortalized in this next photo. Where?


It is an article in the internal magazine Vw Brazil in August 1966 and, this magazine was distributed to company employees.
Here below is the response of the whereabouts of the important unit number One Indispensable reading to all the Employers! (!)

Volkswagen factory in Brazil, 50 years ...

More illustrative photos of the beginning of the automotive industrialization of Brazil.

Above, the trailer will move cautiously heavy machinery that will be installed in the first Volkswagen plant outside Germany, in São Bernardo do Campo-SP. Meanwhile, the van is giving back, and elegant beetle footwear with flashy white belt tires, will following the venture. Certainly the "part" is coming from the port of Santos, Brazil.

Below, the construction of the Volkswagen plant in Brazil.

 

 Facilities of the Volkswagen factory in Brazil in May 1958, when the Kombi was the "the only daughter". The production this year was 4,819 units and the photos only appear as Standard version ..

1959 Vw Kombi Luxury ...






50,000 Volkswagens produced in Brazil, and go down the of the slope Deluxe Kombi factory.












VW dealership: Showroom and Workshop ..

Show room of a Volkswagen dealership with two Beetles and a Deluxe Kombi in a large hall ... Cool !
Below, the authorized workshop.

 
  
Volkswagen dealership in the 60's - Sabrico
Amazing photos of the Volkswagen dealership in São Paulo-SP-to-Sabrico in a large complex facing the automobile.

These photos are from a booklet produced by the dealership itself and distributed to their clients and potential customers at the time;
Auto parts! In the window: fog lights, stop the bumpers, grill and the grill on the balcony, and caps on rim.
The workshop!
In the photo above, attention to the Pick-up in the hall, it is not Brazilian (Started being produced only in 1967 in Brazil) it is a German model!
The pictures are very rich, a pleasant walk through a Volkswagen dealership in the sixties. 
 


 
  

History of Logo

The origins of the VW logo (with the letter V above the letter W inside a circle) refer to the beginnings of Volkswagenwerk (Volkswagen factory), the ceremony of laying of the cornerstone was held on May 26, 1938. The designer Franz Xaver Reimspiess engines, Porsche KG, created the Volkswagen brand, with two letters. In April of the same year, the VW logo was registered in a sprocket, which was the symbol of the German Labor Front (Deutsche Arbeitsfront, DAF), who owned the company.
 
1938 VW Logo

The VW logo was also used in the symbol of the "Organization Strength Through Joy" (Kraft durch Freude, KDF), which was part of the DAF, and this logo was registered in 1939.

 
VW logo from 1945 to 1948
After the British military government take responsibility for Volkswagen, Major Ivan Hirst, senior resident director who was responsible for the factory, decided in 1945 that the logo would be just the V and W inside a circle.

 
VW logo from 1949 to 1966
The VW logo, similar to what is known today, was recorded in October 1948 in the German Patent Office in Munich. And since then received several updates. 








 
VW Logo 1967 to 1977

In the past, the Volkswagen logo was used in several variations and colors, but always with the V placed above the W in circle. During the 1950s, the logo was printed mostly in black and white. Until the late 1960s, the blue color was used more often, but still had color variation.
 
VW logo from 1978 to 1995

Generally, the logo was found in black on white or white on blue or black background. In the 1980s, the color blue has become even more important.
  
VW Logo 1996 to 1999

In 1996, the logo was changed to dark blue, and soon followed this new corporate design.

  
VW logo from 1999 to 2012

Since 1999, the Volkswagen logo received a three-dimensional adaptation.
  
VW logo from 2013

In 2013, gains its newest version. 

VOLKSWAGEN BRASIL TODAY.

Sao Bernardo do Campo / SP
Inaugurated on November 18, 1959 is located in São Bernardo do Campo, SP and has a total area of ​​1,000,000 m². With approximately 13,000 employees producing vehicles: Gol G4, Novo Gol, Saveiro, Polo, Polo Sedan and Kombi.


 

São Carlos / SP

Inaugurated on October 12, 1996 is located in São Carlos, SP and has a total area of ​​84,000 m². With about 800 employees produces 67 different engine models.

 
Taubaté / SP

Inaugurated on January 14, 1976 is located in Taubaté with a total area of 290,000 m². With nearly 5000 employees produces vehicles New Gol and Novo Voyage.

 
São José dos Pinhais / PR

Inaugurated on January 18, 1999 is located in St. Joseph of the Pines, PR and has a total area of ​​300,000 m². With about 3,300 employees produce vehicles: Fox, CrossFox, SpaceFox and Golf.