Word: chevrolet
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Dates: during 1950-1959
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...location. On a platform in the center stood the reason for the tight security. There for inspection by Harlow H. ("Red") Curtice, president of General Motors Corp., was the topmost secret of the greatest manufacturing corporation in the world-a full-sized, blue-and-ivory clay model of the Chevrolet...
...Curtice had followed the progress of the new Chevrolet from first sketches to drafting board to quarter-scale model to clay mockup with all the anxious looks a young father-to-be bestows upon his wife. Now he slowly circled the car, squinting at its lines and lightly touching its smooth surface. When his eye lighted on a horizontal crease in the molding of the trunk, he shook his head. "That's not good," said Curtice. "You'll see that it casts a shadow on the bottom half of the lid. That shadow makes the car look higher...
...Opening Gun. The new Chevrolet -the first all-new model for 1955-was the opening gun in the 1955 battle of Detroit. For Chevvy 1955 will be a year of decision. This year Ford led Chevvy in sales for the first six months, and for the first time since 1935 stands a good chance to beat it out for the year. With his 1955 models, Red Curtice hopes to put Chevvy solidly ahead again...
Perfume & Promotion. This week the Chevrolet began its competition for the customer's dollar in a circus atmosphere whooped up by the country's 7,500 Chevrolet dealers. Outside the Chevrolet agencies, hundreds of machines spewed forth varicolored bubbles by day; by night huge spotlights swiveled their beams across the sky. Dealers hung up miles of flags, banners and placards, hired clowns and calliopes, rented dinner jackets for their salesmen, splashed teaser ads through the press.* They spent $3,500,000 on promotion, giving away 2,131,000 balloons, 1,016,920 bottles of Prince Matchabelli perfume, hundreds...
...least 1 in. wider than present models. Low-priced Plymouth, which was jostled out of third place this year by G.M.'s Buick, will be stretched 10½ in. to an overall length of 204 in. (v. 198 in. for the current Ford, 196 for the current Chevrolet); medium-priced Dodge will be 212 in. long, only 4 in. shorter than Cadillac. Up and down the line, every model will have bodies that taper gracefully in at the top, wrap-around windshields, longer, lower hoods. Inside, all automatic shift levers have been transferred to the dashboard. Outside, customers...