Word: cars
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Dates: during 1960-1969
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Life on Sāo Tomé between flights is expensive and dull. Hotel beds cost $9 a day and car rentals in some cases are $250 a month. The Portuguese businessman who rents the beds and leases the cars is referred to, unaffectionately, as Al Capone. Returning from a night's work, crews breakfast-usually on whisky to untangle their gut knots-sleep, swim, send money home. Like all airmen, they do a lot of ground flying: when their ecclesiastical employers are out of earshot, they talk of bombing Lagos or heroically knocking down the Intruder by maneuvering...
...read the car market and all you can say is "You dumb foot drag-gers-you in Detroit-what took you so long to know imports were going to hit a million?" Now the market is damn well defined, and you know what the market says: "Give me a hell of a good buy for two grand, will...
...door, four-passenger car is designed to beat back the invasion of imports. The Maverick is much lower and wider than the Volkswagen, which Ford executives call "the target car." It is also a bit thirstier-Ford claims about 22 miles per gallon v. the VW's 25 m.p.g. -and nearly two feet longer, measuring 179 in. from its broad nose to its short tail. But the Maverick is also several inches shorter than such "compacts" as Ford's Falcon, which has grown to 184 in. in length and $2,283 in price. Partly because more and more...
Freudian Gilt. The company has tooled up to produce as many as 400,000 Mavericks a year, and lacocca has suggested that he would be happy if sales in the first twelve months reached about 300,000. That would make the Maverick a $600 million-a-year proposition. The car will go on sale April 17, five years to the day after lacocca introduced the Mustang, which has been Ford's most successful product since the Model T. The small-car field will soon be crowded. American Motors' new entry, the Hornet, will come out this fall...
Ford, which has been studying the minicar market for just about a decade, took a long time to decide. In 1962, the company was ready to roll with a small car called the Cardinal, but withdrew it within a few months of production because of fears that the market would not then support a new line. By 1966, however, it was clear that U.S. compacts were losing considerable ground to imports. The Falcon, which reached a peak of 493,000 sales in 1961, was down to 163,000 that year-and to even less in 1967. At a meeting...