The Car Industry Today: Staging a Stellar Comeback

Engelbert Wimmer

Chapter 1 in Motoring the Future, 2012, pp 1-25 from Palgrave Macmillan

Abstract: Abstract On May 23, 2011, New York’s world-famous Museum of Modern Art was open slightly later than on an average Monday. Not for the general public, of course, but until well into the small hours, a coterie of A-list stars including Yoko Ono and Madonna could be found exchanging pleasantries with leading Volkswagen executives in the ultra-modern surroundings of the MoMA. The occasion for this high-class dinner event was the announcement of a new partnership between the museum and the German automaker, with Volkswagen pumping several million dollars into MoMA as part of a PR offensive which was supposed to ramp up Volkswagen’s presence on the US market.

Keywords: General Motor; Luxury Brand; Corporate Average Fuel Economy; Volkswagen Group; Powertrain Technology (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-30781-0_1

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DOI: 10.1057/9780230307810_1

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