Volkswagen of America, Inc. drives a professional advertising campaign due to the market share lost to European rivals Renault as well as to American manufacturers and their new "Compact-Car-Offensive." With advertising agency "Doyle Dane Bernbach Inc.", Volkswagen creates a successful and legendary ad campaign, producing a number of classic slogans, such as: "Think small," "Lemon," "The Beetle runs,... and runs..., and runs". The segment of the market that Volkswagen is reaching out to reach is not, in any case, really affected by the larger American compact car manufacturers. While European competitors suffer from a decline in sales, Volkswagen is able to increase its import share from 20% to 32% in 1960.
United States of America