BUT NOW LET'S GET TO THE POINT OF THIS SUBJECT

STOP AND THINK ABOUT THIS FOR A MINUTE.  When the Volkswagen came to America, and to Rollyson Volkswagen in particular, it was up against large American cars like these. The 1955 Chevy was a sales winner, and when the 1957 model came out, it went on to become the most cherished 50s car of all time. THAT is what the little ugly underpowered Volkswagen was up against!  Can you imagine?  Let's say your daddy was rich and he offered to buy you a brand new car.  Do you think any 17 or 18 year old would say I WANT THE VOLKSWAGEN! No, of course not. Now think about THIS:  We are only 10 years past fighting the Nazi's, and a man of say 28 years old might have been in battles with them just 10 years ago.  Do you think HE would buy a former Nazi car?  HELL NO! And also remember that Hitler  personally approved the prototype of "his Volkswagen" on December 29, 1935. And THAT will sell in the U.S.?

ENTER BRUCE ROLLYSON

I have no idea how someone talked Bruce into this dealership. Who in their right mind would sell this tiny underpowered car in the first place?  Or did Bruce just read the Trades, see the car and think: " Yea, I can do something with that".  And do it he did, but he would have to compete with the big fancy American cars of the day, with their electric windows and air conditioning.  What made him think he stood a chance of competing?  What kind of crazy person would even try?

BUT LET'S START AT THE BEGINNING.....


Rollyson was a Packard dealer!  He also took-on Studebaker. He had a dealership in South Charleston and here, on Broad Street.

This is the corner of Washington & Broad, and this building would later become an Appalachian Tire Co business.



But one year after the Ad above ran, this article appeared in 1955.

Notice the Dunbar Toll Bridge in the background.



Notice in this 1955 Ad, that Packard is still prominently displayed in the name.



It's interesting to note, that the Fashion section of the Gazette featured a local model standing in front of a VW in 1955!



Wonder what people thought when they saw this local lady standing in front of this silly little car?


The Ad agency started out promoting the quality of the car, but will that be enough?





TIME FOR A CHANGE...

In 1960, Rollyson moved into the old Crane Co building on Broad street, and I passed it every day going to school. This is the location where Volkswagen would make Bruce a very rich man!  Even with  the passing of Packard and Studebaker, two big losses for Rollyson, Volkswagen was about to outsell both of those cars 10 to 1, on a bad day! But a few more years will have to pass first.  Can the strange little car hang on?

1960. Still pushing the quality.....  but that's not enough to get a lot of people in the showrooms.

After all, look what the little Bug was up against!









But wait!  There's more!  in 1960 Volkswagen comes out with a "Truck"!


After being turned into a Window Van and Camper, this would be one of the most famous vehicles in the world.





This great Ad boasts that you can buy a Volkswagen fender for only $22.85, and a cylinder with piston and rings for only $15.81 !







But wait! There was a huge improvement in 1962 to compete with the big boys!






So what set Volkswagen sales on fire in the mid to late 60s?  Ads like this where they made fun of themselves!

The genius that came up with those Ads should have gotten a Pulitzer prize!




By 1968, Rollyson was having a hard time keeping Volkswagens on the lot.

They had become a favorite vehicle for Hippies and second car owners alike.




The rest as they say... is history, so here's some more articles on our subject.





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