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1
Carl Hahn, Former Chairman of Volkswagen
Carl Hahn, Former Chairman of Volkswagen
::2011/10/26::
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2
Carl Hahn: Markt- statt Planwirtschaft
Carl Hahn: Markt- statt Planwirtschaft
::2011/08/12::
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3
Carl Hahn: VW Käfer als Erfolgssymbol
Carl Hahn: VW Käfer als Erfolgssymbol
::2011/08/12::
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Carl Hahn: Definition des Wirtschaftswunders
Carl Hahn: Definition des Wirtschaftswunders
::2011/08/12::
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Carl Hahn: Der millionste Käfer
Carl Hahn: Der millionste Käfer
::2011/08/12::
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Carl Hahn: 40 D-Mark "Kopfgeld"
Carl Hahn: 40 D-Mark "Kopfgeld"
::2011/08/12::
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carl hahn
carl hahn
::2013/08/14::
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Carl Hahn: Kleiner Wohlstand in den fünfziger Jahren
Carl Hahn: Kleiner Wohlstand in den fünfziger Jahren
::2011/08/12::
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Carl Hahn Graduate of Blackhawk Technical College
Carl Hahn Graduate of Blackhawk Technical College
::2012/04/03::
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Acht SIS Schulen bekommen den Namen Carl Hahn in Glauchau (Sachsen)  17.08.2009
Acht SIS Schulen bekommen den Namen Carl Hahn in Glauchau (Sachsen) 17.08.2009
::2013/06/25::
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11
Carl Hahn: Deutsche Industriebeschränkungen
Carl Hahn: Deutsche Industriebeschränkungen
::2011/08/12::
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Carl Hahn: Aufschwung mit der Währungsreform
Carl Hahn: Aufschwung mit der Währungsreform
::2011/08/12::
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carl hahn 2
carl hahn 2
::2013/08/14::
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carl hahn 3
carl hahn 3
::2013/08/14::
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Hilary Hahn -  Carl Nielsen
Hilary Hahn - Carl Nielsen's - Preludio Tema e Variações
::2012/08/29::
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16
Stuntaufnahme Cobra 11 auf der Christophstraße Köln
Stuntaufnahme Cobra 11 auf der Christophstraße Köln
::2010/03/14::
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Platzkonzert auf der Körnerstraße in Köln Ehrenfeld
Platzkonzert auf der Körnerstraße in Köln Ehrenfeld
::2010/09/27::
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18
Spontanen Konzert der "The Gizmos" am Aachener Weiher in Köln
Spontanen Konzert der "The Gizmos" am Aachener Weiher in Köln
::2010/07/04::
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Canon xh g1s Test with AF
Canon xh g1s Test with AF
::2013/07/20::
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Platzkonzert auf der Rotehausstraße in Köln Ehrenfeld
Platzkonzert auf der Rotehausstraße in Köln Ehrenfeld
::2010/07/04::
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carl hahan 4
carl hahan 4
::2013/08/14::
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22
Destiny
Destiny's Child - Say My Name (Cyril Hahn Remix)
::2013/03/20::
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Wörthersee GTI 2013
Wörthersee GTI 2013
::2014/01/09::
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Summer NAMM - Hahn Guitars Model 228
Summer NAMM - Hahn Guitars Model 228
::2008/06/21::
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moulders
moulders
::2013/08/14::
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016
016
::2013/08/14::
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Hahn+Kolb Kongress 2008
Hahn+Kolb Kongress 2008
::2009/11/18::
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Bach - Cantate BWV 212 - Mer hahn en neue Oberkeet
Bach - Cantate BWV 212 - Mer hahn en neue Oberkeet
::2013/03/07::
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Alte Kameraden Carl Teike Grosses Blas-Orchester der Schutzpolizei Berlin Ludwig Hahn
Alte Kameraden Carl Teike Grosses Blas-Orchester der Schutzpolizei Berlin Ludwig Hahn
::2014/04/07::
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Avner Dorman, for "In 27 Pieces: the Hilary Hahn Encores"
Avner Dorman, for "In 27 Pieces: the Hilary Hahn Encores"
::2012/09/07::
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31
Hilary Hahn performs Eugene Ysaye Violin Sonata No. 5 - II. Danse Rustique
Hilary Hahn performs Eugene Ysaye Violin Sonata No. 5 - II. Danse Rustique
::2012/08/29::
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Hilary Hahn - Ysaye Violin Sonata No. 5 - I. L
Hilary Hahn - Ysaye Violin Sonata No. 5 - I. L'aurore
::2012/08/29::
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Ensaio Aberto - Marin Alsop e Hilary Hahn interpretam Prokofiev
Ensaio Aberto - Marin Alsop e Hilary Hahn interpretam Prokofiev
::2012/09/06::
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34
Alte Kameraden Carl Teike Grosses Blas-Orchester der Schutzpolizei Berlin Ludwig Hahn
Alte Kameraden Carl Teike Grosses Blas-Orchester der Schutzpolizei Berlin Ludwig Hahn
::2013/06/08::
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35
jeff helling 2nd pass
jeff helling 2nd pass
::2013/08/13::
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36
Create an Announcement
Create an Announcement
::2013/10/01::
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37
Soccer Family, Winterthur, by Hilary Hahn
Soccer Family, Winterthur, by Hilary Hahn
::2012/09/10::
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38
ReferenceSubscriptionServices.wmv
ReferenceSubscriptionServices.wmv
::2012/04/20::
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39
Carl Nielsen,Violin Concerto.
Carl Nielsen,Violin Concerto.
::2014/01/15::
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40
George Barnes & Carl Kress Live at Town Hall: Praise Be!
George Barnes & Carl Kress Live at Town Hall: Praise Be!
::2013/07/18::
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41
Steve Nash gets elbowed by Karl Malone
Steve Nash gets elbowed by Karl Malone
::2006/04/15::
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42
The Berliner Philharmoniker and Hilary Hahn in Tokyo - Concert at the Suntory Hall, 2000
The Berliner Philharmoniker and Hilary Hahn in Tokyo - Concert at the Suntory Hall, 2000
::2011/01/16::
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43
Boats and Bugs, by Hilary Hahn
Boats and Bugs, by Hilary Hahn
::2012/09/10::
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Hilary Hahn - Prokofiev nº1 - 2° mov.
Hilary Hahn - Prokofiev nº1 - 2° mov.
::2012/09/07::
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Hilary Hahn: NPR Music Tiny Desk Concert
Hilary Hahn: NPR Music Tiny Desk Concert
::2011/10/24::
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Photography from the beginning to now.
Photography from the beginning to now.
::2010/11/13::
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47
Maxim Vengerov "Violin Concerto" Nielsen (1. Mov.)
Maxim Vengerov "Violin Concerto" Nielsen (1. Mov.)
::2013/06/07::
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Wil Hahn on CR250R Two Stroke
Wil Hahn on CR250R Two Stroke
::2012/08/27::
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Scott Hahn: Ex-Evangélico Protestante Debate con Protestantes
Scott Hahn: Ex-Evangélico Protestante Debate con Protestantes
::2013/05/14::
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Hilary Hahn plays Spohr - Violin concerto № 8 in A minor op. 47 (part 1)
Hilary Hahn plays Spohr - Violin concerto № 8 in A minor op. 47 (part 1)
::2013/01/24::
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Dr. Carl Horst Hahn
Carl H Hahn by Stuart Mentiply.jpg
Carl Horst Hahn
Born (1926-07-01) July 1, 1926 (age 87)
Chemnitz, Saxony, Germany
Known for chairman emeritus of Volkswagen Group

Dr. Carl Horst Hahn (born July 1, 1926) is chairman emeritus of the automotive concern Volkswagen Group. He served as the Chairman of the Board of Management of the group's parent company, Volkswagen AG (formerly Volkswagenwerk AG) from 1982 to 1993. During his tenure as chairman, he expanded the group's car production from two million units in 1982 to 3.5 million a decade later.

Early years[edit]

Hahn was born in the German state of Saxony and raised near Chemnitz. His father had been a senior manager of DKW and Auto Union, which later evolved into the Audi car brand. As a college student in Europe, he studied business administration at the University of Cologne and the University of Zurich; he also studied economics and politics in Great Britain and France. Hahn got his doctorate in Economics at the University of Berne in Switzerland. Before joining Volkswagen, he first worked as an economist in Paris.

Hahn joined VW in 1953 as an assistant of chairman Heinrich Nordhoff, and he quickly became head of sales promotion in VW's export department. Hahn was a favorite of Nordhoff's, and the chairman made him president of the company's U.S. subsidiary, Volkswagen of America, in 1959.

President of Volkswagen of America (1959-1965)[edit]

Under Hahn's leadership, Volkswagen of America began a national advertising campaign to attract more attention to its quirky Beetle sedan and Microbus wagon. Hahn soon hired the Doyle Dane Bernbach ad agency, which created some of the most memorable car ads in history.[citation needed] Its print and television ads for the Volkswagen brand respected the customer's intelligence, gave detailed information about Volkswagen's products, and made fun of the unorthodox qualities of the cars. The ads became cultural icons as much as the cars did, and Volkswagen enjoyed phenomenal sales in the U.S. in the 1960s and early 1970s. Hahn became a beloved figure in the United States before his return to Germany in 1965, having been affectionately nicknamed "Mr. Volkswagen" by VW enthusiasts.

While stationed in America, Hahn married the sister of romance novelist Danielle Steel, and their four children were all born in the U.S.

Chairman of Volkswagen AG (1982-1993)[edit]

Hahn left VW in 1973, to lead the German tire company Continental AG, but returned in 1982 to become chairman of Volkswagenwerk AG. Under his leadership, Volkswagen bought a majority interest in the Spanish car brand SEAT in 1986 after a cooperation agreement in 1982, and eventually owned the entire company by 1990.[1] After the fall of the Iron Curtain, in 1991 Volkswagen entered as a foreign partner in a joint venture with the Czech company Škoda Auto.[2] Hahn's acquisitions made Volkswagen a global force, and affirmed its place as Europe's largest automaker. In 1985 alone, Hahn was able to push VW's earnings up 140 percent to $225 million based on sales of more than $21 billion, and he was credited for pushing VW beyond the one-car strategy left over from the era of air-cooled Beetles and the early success of the Volkswagen Golf Mk1 in the 1970s. The second-generation edition, introduced in Europe in 1983 and in North America in 1984, was one of the bestselling cars of the 1980s worldwide. Two out of every three Volkswagens sold globally were Golfs. Hahn also cleaned up VW's business practices, uncovering an inside foreign exchange fraud, but its $300 million cost to Volkswagen ate into the very profits Hahn had helped the company make.

Ironically, given's Hahn's earlier success in leading Volkswagen of America, VW sales in the United States dropped during his tenure as VW chairman, from 171,281 units in 1982 to a paltry 75,873 ten years later (1992), largely to due intense competition from the American and Japanese carmakers. Sales in Canada were hardly better. Substandard product was another issue in North America. Soon after Hahn became chairman of VW, he tested an American Volkswagen Rabbit (the North American name for the original Golf) built at VW's Westmoreland Assembly Plant, which had opened in 1978, and he was deeply disappointed. "It felt like a Chevrolet," he complained. "If you want a Chevrolet, you should go to General Motors." The car had been re-engineered to drive like an American family sedan, with softer suspension and shock absorbers. Hahn fired Volkswagen of America president James McLernon, a former Chevrolet engineer who had been tapped by VW to get the Westmoreland plant up and running. Hahn then brought in new management at Volkswagen of America and kept the Westmoreland factory open to produce the second-generation Golf as a hedge against currency fluctuation between the German mark (DM) and the U.S. dollar, but inefficient production and soft sales in North America caused VW to close the plant in 1988.

It was widely believed by some observers, in fact, that Hahn had no desire to maintain strong sales in the very market he started out in. Hahn preferred to maximize profits for the company elsewhere, as North American car customers of the 1980s increasingly selected Japanese and Korean cars over European mass-market imports. This shift in American tastes caused Fiat and Renault to quit the United States and Canada during the decade, and the ill-fated Yugo brand followed suit in 1991, making Volkswagen the last European car brand selling mass-market products in those two countries. In the 1990s, under Hahn's successor, Dr. Ferdinand Piëch, VW's North American sales would eventually recover.

Legacy[edit]

Though Hahn was applauded for making the Volkswagen Golf the most popular car in Europe, and expanding the company through the SEAT and Škoda acquisitions, Volkswagen was in financial trouble by the end of his tenure as chairman, having lost 770 million marks in the eighties surge of the European car market, maintaining a low after-tax profit margin of 2.8 percent. Pre-tax profits went from three billion marks in 1989 to 1.785 billion marks just three years later. The problem was simple enough; Hahn could not keep manufacturing and development costs under control. The Volkswagen board decided that Hahn had been at the helm of Volkswagen too long, and replaced him with Piech.

Many people who knew or observed Hahn agreed he was a brilliant but flawed leader. Former Volkswagen of America president Bill Young, in an interview with journalist David Kiley, explained Hahn's record as chairman of VW: "Dr. Hahn had a lot on his plate in the 1980s, and [VW was] an organization that he was not suited or equipped to turn upside down the way Piech did." Automotive journalist David E. Davis offered a mixed review: "Hahn is a terrific man, and he did a lot of good things for Volkswagen, but he obviously lost interest in the American market by the time he came back in the 1980s based on the lack of attention the American division got."

Dr. Hahn's reputation has bounced back since his retirement, however, as the SEAT and Škoda brands have gone on to be an asset to the company, and his efforts to expand into China have also enhanced VW's worldwide stature. In Spain, SEAT not only made a profit two years after Volkswagen bought a majority of its stock but also provided a low-cost manufacturing outlet for other VAG group models as well as an opportunity to enter the unexploited by that time Spanish market under both SEAT and VW brand names; moreover during his presence in the VW leadership took place the construction of the SEAT's new plant in Martorell.

Dr. Hahn remains a respected businessman, and he is in demand as a public speaker.

Sources[edit]

  • Keller, Marryann, Collision: GM, Toyota, Volkswagen and the Battle To Own the 21st Century, 1993.
  • Kiley, David, "Getting The Bugs Out: The Rise, Fall and Comeback of Volkswagen in America", Adweek, 2002
  • Automobile magazine, July 1989, Paul Lienert column.

References[edit]

  1. ^ http://media.seat.com/en/company/368-seat-hoy.html
  2. ^ http://new.skoda-auto.com/com/about/tradition/history/Pages/History.aspx
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