In the Third Reich a group of «people’s products» was initiated, among them the «Volksempfänger», a radio receiver, the «Volkswagen», and the «Volkskühlschrank», a refrigerator. These «people’s products» could be interpreted as an at...
Untertitel: «Volksprodukte» in Politik, Propaganda und Gesellschaft des «Dritten Reiches»In the Third Reich a group of «people’s products» was initiated, among them the «Volksempfänger», a radio receiver, the «Volkswagen», and the «Volkskühlschrank», a refrigerator. These «people’s products» could be interpreted as an attempt to establish a particular Nazi version of a consumer society. The article gives an overview of the various initiatives for «people’s products» and explains their failing.
The concept of «people’s products» has its roots before the Nazi regime in the 1920ies. It represents the people’s wishes for a better life as well as industrial firms’ hopes to market greater quantities of goods. The Nazi government overtook the concept and adapted it to its political and ideological issues of population, race, «Volk», «Lebensraum», and autarchy. «People’s products» became defined as cheap goods and services of high quality for the broad masses being initiated by NS politics and communally produced by industry or party- and state-owned companies. In consequence, private firms were forbidden to use the term for their own products.
Industry and trade cooperated with Nazi organizations in the design, production and marketing of «people’s products», above all, because they were afraid to lose control in the consumer goods market. However, in several cases, low prices and large series which were prescribed by politics, threatened the central business goals, namely the companies’ existence and profits. In such cases as with the Volkswagen, the firms risked conflicts with Nazi politics and withdrew from the projects. The projects were overtaken by Nazi organizations.
The «people’s products» main Nazi proponents were Goebbels’s ministry of propaganda and Ley’s Labour Front. The two institutions represented the concept’s two important goals. On the one hand, it should win the German people for the regime. On the other hand, it should supply the German «Volk» with the standard of living which the Nazis believed was appropriate for the «most valuable race». The Nazi consumer society should be realized not by augmenting the income and wages but by extreme production efficiency. This strategy could not be successful because the main hindrance for the consumer goods’ distribution were not the purchase costs but the running costs. Taking that into account, the Nazi concept of «people’s products» can be interpreted as a combination of propaganda and illusion.