
About 30 years ago, when Americans drove big cars and were the envy of citi
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zens in other countries, Volkswagen ran an ad campaign in the United States
with the theme “small is beautiful.” At the time, it seemed as though the Ger
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man automobile manufacturer was out of touch with reality. The VW Bug,
while enormously successful in Europe, looked a little silly on the American
landscape, like a midget in a land of giants. Still, Volkswagen kept driving
home the message that small cars were here to stay.
Then the unforeseen occurred: Middle Eastern oil ministers showed the
world that, yes, indeed, they could agree on something—namely, a much
higher price ...