The Gesellschaft zur Vorbereitung des Deutschen Volkswagens mbH (the Company for the Preparation of the German Volkswagen Ltd.) had no sales strategy for selling the Volkswagen to prospective customers. Robert Ley, the government-appointed organisational head of the German Labour Front (Deutsche Arbeitsfront, DAF), presented a solution. He explained the three principles making up the projected "KdF savings scheme." 1. Every German, regardless of class, standing or possessions, would be entitled to purchase a Volkswagen. 2. The minimum savings deposit to guarantee entitlement to a Volkswagen would be 5 Reichsmarks per week. 3. Intending savers would be registered at all DAF and "Kraft durch Freude" offices. The response to this savings scheme was overwhelming - no less than 270,000 savers signed up by the end of 1938. Up to the end of the Second World War a total of 336,638 German citizens continued to save hard for their Volkswagens. However, due to a lack of widespread mass purchasing power, the ambitious production goals could not be reached. The demand from savers was not enough to cover the planned number of automobiles to be produced because the Volkswagen was in reality still too expensive for the average factory worker.