Word: chevrolet
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...next few years. A.M.C. is a $1 billion corporation, which would seem large enough for stability-except in the auto industry. In a field of behemoths, A.M.C. is not big enough to compete under present conditions. Last year it sold 322,095 vehicles in the U.S.; General Motors' Chevrolet Division alone sold seven times that number. Smaller volume means higher per-car production costs. With only three lines of cars, A.M.C. is less able to shift assembly lines to a stronger sell (the Ambassador) from a weak one (the American). The company has also been hurt by unsuccessful design...
...escape, the home on wheels, the second self, the great American dream. Racing them has as much ritual as the Japanese tea ceremony." He even brought his own hot-rod to London last summer. The chopped-down 1930 Ford roadster with an exposed, chrome-plated 1955 Chevrolet engine and Offenhauser manifolds drew more attention than a Rolls-Royce Silver Cloud with the Queen inside. He sold it at a London traffic light...
...Harm from Piggybacking. With 37% of the truck market, Chevrolet easily leads other truckmakers in sales, is followed by Ford and Harvester. The two hottest sellers are the Mutt and Jeff of the industry: the small delivery truck and the huge tractor-trailer. Chevrolet's 61 models have cornered 78% of the small-truck market, which has mushroomed until it now accounts for 76% of all truck sales. The light trucks have even inspired some leisure-time cousins: small, rugged vehicles that are designed for camping, recreation and family hauling. To satisfy this market, Chevrolet has introduced the Chevelle...
...heavy-truck companies are developing increasingly sophisticated new equipment. Chevrolet showed off a turbine engine last week at the Manhattan convention of the American Trucking Association, though the current high cost of turbines may delay their widespread introduction for some time. Trucks are now equipped with air conditioning, pushbutton windows, transistor radios, bucket seats and adjustable steering wheels. Most big trucks carry beds with innerspring mattresses for the alternate driver; companies are planning to add bathrooms, pantries and even TV before long...
...search of what they call "image rub-off," dealers lend cars for local parades, but Detroit usually steps in when the occasion or the person is big enough. Miss America rides in an Oldsmobile, Miss Teen-Age America in a Mercury and Miss Junior Miss in a Chevrolet, all donated by the companies. During their visit to the U.S. in November, Princess Margaret and Lord Snowdon will have the free use of a Chrysler Imperial. For the Pope's recent journey to New York City, Ford supplied a custom-built bubbletop and 14 other Lincolns...