Heinrich Nordhoff facts for kids
Quick facts for kids
Heinrich Nordhoff
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| Born |
Heinz Heinrich Nordhoff
6 January 1899 |
| Died | 12 April 1968 (aged 69) |
| Known for | Chief of Volkswagen |
Heinz Heinrich Nordhoff (born January 6, 1899 – died April 12, 1968) was a German engineer. He is famous for helping to rebuild the Volkswagen car company after World War II. He even appeared on the cover of Time magazine in 1954.
After the war, Nordhoff was asked by the British to lead Volkswagen. At that time, the factory was mostly destroyed. He worked hard to make Volkswagen one of the world's biggest car companies. By the time he passed away in 1968, it was the fourth largest.
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Early Life and Education
Heinz Nordhoff was born in Hildesheim, Germany. His father was a banker. He studied engineering at the Technical University of Berlin. There, he joined a student group called Askania-Burgundia.
Nordhoff passed away on April 12, 1968. He had suffered a heart attack some months before. He lived in Wolfsburg, Germany. This city is well-known for Volkswagen's main car factory.
Nordhoff's Career Journey
In 1927, Nordhoff started his career at BMW. He worked on designing aircraft engines.
Joining Opel and General Motors
In 1929, he moved to Opel, another car company. Opel had recently been bought by General Motors, an American company. This gave Nordhoff a chance to learn about American ways of making cars. He quickly moved up in the company.
By 1936, he was a director. He helped introduce the new Kadett, a small and innovative car. During World War II, car production slowed down. In 1942, Nordhoff became the production director. He managed Opel's large truck factory in Brandenburg.
Leading Volkswagen After the War
After the war, Nordhoff faced some challenges. He was not allowed to work in the American-controlled part of Germany. This was because he had received a business award from the Nazis. So, he found a job at a garage in Hamburg.
The British military was in charge of the Volkswagen factory in Wolfsburg. A British Army Major named Ivan Hirst saw Nordhoff's talent. He asked Nordhoff to become the managing director of Volkswagen. Nordhoff started this important job on January 1, 1948.
Transforming Volkswagen
In his first year, Nordhoff doubled the number of cars Volkswagen made. Production grew from 19,244 cars to over a million by 1961. He became famous for making the Volkswagen Beetle a global success.
Global Expansion and Innovation
Nordhoff helped Volkswagen sell cars all over the world. He even set up factories in other countries. He believed in making constant improvements to the cars. But he kept the classic Beetle design the same. He also gave good benefits and pay to Volkswagen workers.
Within six years, he greatly improved how fast cars were made. It took 75% less time to build a car. This focus on quality made the Beetle known for being very reliable.
In 1955, Nordhoff received a special award. It was called the Federal Service Cross with star. This was just before Volkswagen made its millionth car.
Challenges and New Designs
While Nordhoff was great at selling cars, some people criticized him. During the war, he used workers who were forced to labor. However, he made sure they had enough food, shelter, and clothes. Some also felt he took too much credit for the company's success. The German press even called him "King Nordhoff."
In the 1960s, Volkswagen was slow to create new car designs. Nordhoff tried to develop new models. He spent a lot of money on this. But he often changed his mind, and many new car ideas were stopped. The Beetle started facing tough competition from other car brands.
In 1964, Nordhoff bought another car company called Auto Union. This company later became Audi. This purchase gave Volkswagen new ideas and skills. These skills eventually helped Volkswagen create new cars to replace the Beetle.
Nordhoff wanted Carl Hahn to take over after him. But the company's board chose Kurt Lotz instead. Nordhoff had a heart attack in 1967. He passed away in April 1968, just before he planned to retire.
Nordhoff's Philosophy
"Offering people an honest value appealed to me more than being driven around by a bunch of hysterical stylists trying to sell people something they really don't want to have." — Heinrich Nordhoff on his automotive philosophy, from the book Volkswagen: Beetles, Buses and Beyond by James Flammang.
