Word: chevrolet
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Dates: during 1970-1979
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Double Up. Ford and Chevrolet are the biggest sellers of pickup trucks. To attract young truck buyers, particularly West Coast surfers, Ford recently began importing a compact-styled pickup from Japan; Chevy will soon do the same...
...Orleans' resident environmental crusaders-at considerable personal cost. Borah, now 34, and his wife live frugally off the remains of his inheritance while banking her teaching salary; Baumbach, also 34, who never before gave money a second thought, is having difficulty scraping up funds to get his 1963 Chevrolet repaired. "The main thing we've learned," says Borah. ' is not to believe automatically that the so-called experts know what they're talking about." Their latest target: a proposed Mississippi River bridge that they contend would dump an impossible traffic load onto the city...
...breed of small, racy, relatively inexpensive "sports compact" cars for young and old alike. The first of the new group, the Ford Mustang, made a fast breakaway in 1964. It was rapidly followed by competing cars whose names evoked feelings of adventure and even danger: Plymouth's Barracuda, Chevrolet's Camaro, Pontiac's Firebird, American Motors' Javelin, Mercury's Cougar, and the Dodge Charger (later called the Challenger). Soon the sports compacts grabbed almost 11% of the nation's car market, and souped-up "muscle" versions were introduced for the "performance" minded...
...months it has plummeted to 3.9%. At this year's Detroit auto show, which ended last week, the sports compacts were elbowed to the sidelines by family sedans, high-ticket luxury models and by two categories of lightweight, low-cost cars: the compacts (such as the Ford Maverick, Chevrolet Nova and American Motors Hornet) and subcompacts (such as Ford Pinto, Chevy Vega and Dodge Colt). Summarizing the change in taste, Chrysler Vice President Bob McCurry told TIME Correspondent David DeVoss: "The emphasis now is on practicality, quality and convenience, and it is the young people who are leading...
...found a way of cushioning the blow of declining sports sales. Ford, for example, now offers a "Grabber" model of its compact Maverick equipped with hood scoops, rallye stripes and a special paint job. It costs $175 more than an unadorned Maverick. Similarly, for $349 over the regular price, Chevrolet is marketing a "GT" version of the subcompact Vega with a black grille, racing steering wheel and sturdier wheel rims. Both models give the illusion of being fast sports cars, but beneath the paint they are still economy cars with little engines...