Word: buick
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...Cotton Rancher Roberts, with 7,000 acres, half owned, half leased, lives with his wife and two daughters in a $100,000 ranch home near McFarland, has a spread of comforts as wide as his cotton yield: a color TV set, 40-ft. swimming pool, three Cadillacs and a Buick, an estimated worth of $4,000,000. Gazing through his tinted picture windows at his fertile land, he recalls: "Back home we used to sit on the front porch and wait for rain. We'd go to camp meetings and pray for it. Well, out here all you have...
...most popular man along Madison Avenue last week was a tough-talking executive named Edward T. Ragsdale, general manager of General Motors' Buick Motor Division. From morn till night, he was discussed, watched, wooed with every honeyed promise that resourceful admen could muster. Agencies besieged his Flint, Mich, office with telephone calls, then had their influential friends call, finally got their friends' friends to call. Reason for the furor: tucked away in Ragsdale's pocket was Buick's fat $24 million-a-year account, the industry's third largest automotive account (after Ford and Chevrolet...
Only a few days before Christmas, Ragsdale plucked the Buick plum from the hands of the Kudner Agency, which had held it tightly for 22 years. Kudner took on Buick when it was selling fewer than 100,000 cars a year, helped lift it into third place in 1954 (513,497 sales) with breezy, fun-stressing ads and such catchy slogans as "Better Buy Buick," "Hot? It's a Fireball," and the most famous auto slogan of all: "When better cars are built, Buick will build them...
...Kudner's hands Buick became the car for fast, aggressive comers-a category in which every man recognized himself-instead of just a stodgy chariot for doctors and politicians. To meet the new appeal, Buick broadened its line to compete with more expensive cars. The Buick account was the nucleus of Kudner's business-nearly a third of its $66.2 million in billings-and the feeling grew that Kudner could do no wrong in Buick's eyes...
Even more striking changes appear in Buick and Oldsmobile, which took the worst beatings this year. Olds slipped by 62,000 cars (17.7%); Buick dropped 111,000 (25.5%) and fell into fourth place behind Plymouth. Gone are the thick rear-window struts, which G.M. stylists admitted were a flub; gone, too, is Buick's famed "porthole" trademark. The new Buick has clean fenders, a waffle-iron grille with 160 square nubs, an improved "flight-pitch" Dynaflow transmission, new air-cooled aluminum brakes and a new, high-priced ($4,663 top) Limited series. Olds got the same extensive body change...