Word: chevrolet
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AUTOMAKERS decided that their 1,700,000-car goal for 1954's first quarter was too optimistic, will probably miss it by at least 12%. Both Ford and Chevrolet have announced "slight" production cuts; Plymouth, already cut back 20%, will drop another 10% and lay off 8,650 more workers. Biggest reason: high dealer stocks of unsold 1953 models...
Prices were little changed, but only Chevrolet and Pontiac looked much like the 1953 models, and even Pontiac brought out a new series, the Star Chief, to give car buyers a sporty-looking car at slightly higher prices ($100 more) than 1953 models. Buick was new from wheels to wrap-around windshield (TIME. Jan. 11) and so were the Cadillac and Oldsmobile: ¶ Oldsmobile is two inches longer and three inches lower. The lines are long and sweeping, with a massive grill, recessed front doors and a wrap-around windshield...
...cars and trucks in the U.S. this year v. 7,000,000 last year, the most optimistic estimate in the industry. G.M.'s new $1 billion expansion program, which is in addition to the $2 billion already spent since war's end, will give Chevrolet a new spring-and-bumper plant and another small-parts factory in Flint, Mich...
...engines and sleeker lines. Ford was the only automaker besides G.M. to gain more of the market last year (it gained 2.1%), and is anxious to increase its 25.3% share in 1954. Ford has set aside $500 million for expansion, much of it to boost Ford production up to Chevrolet's 35,000 weekly level. Said Henry Ford II: "We hope we can be first in 1954." While he looks for about a 10% drop in overall auto output this year, Ford foresees no decline from his company's output of 1,500,000 cars last year. Next...
Getaway. In Oakland, Calif., a customer walked into the Val Strough Chevrolet Co., asked to see the newest models, chose a two-door sedan, said: "This looks like what I want," got behind the wheel, started the engine and drove...