Volkswagen (German pronunciation: [ˈfɔlksˌvaːɡn̩] (About this sound listen)), shortened to VW, is a German automaker founded on 28 May 1937 by the German Labour Front under Adolf Hitler and headquartered in Wolfsburg. It is the flagship marque of the Volkswagen Group, the largest automaker by worldwide sales in 2016. Volkswagen is German for "people's car", and the company's current international advertising slogan is just "Volkswagen", a reference of the name's meaning. American English pronunciation is approximate "volks wagon" Volkswagen was originally established in 1932 by the German Labour Front (Deutsche Arbeitsfront) in Berlin. In the early 1930s, the German auto industry was still largely composed of luxury models, and the average German could rarely afford anything more than a motorcycle. As a result, only one German out of 50 owned a car. Seeking a potential new market, some car makers began independent "people's car" projects – the Mercedes 170H, Adler AutoBahn, Steyr 55, and Hanomag 1.3L, among others.