The Volkswagen Beetle was once the best-selling car in the world, a symbol of freedom embraced by people like hippies and surfers. But its origins are far darker.
The “people’s car” was an obsession of Adolf Hitler, who wanted to turn Germany into a land of drivers. To make it happen, the Nazi regime constructed a massive factory system that depended on forced labor.
As companies today wrestle with legacy brands and corporate accountability, Business History revisits one of the most extreme brand transformations ever. How did the Volkswagen Beetle go from Adolf Hitler’s dream car to beloved hippie icon?
In a special two-part series, you’ll hear what the Beetle’s rise reveals about post-war Germany, capitalism, and reinvention.
Part one is out now. It traces how Hitler bypassed skeptical automakers and pushed his vision forward—no matter the human cost. | 
