Word: chevrolets
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Dates: during 1950-1959
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Across the rolling plains of Iowa last week in a Chevrolet station wagon cruised a trim, taut, fast-moving man with a bristling crew cut and a businesslike air. His days were an 18-hour succession of Republican breakfasts, Kiwanis Club luncheons, women's teas, greetings on Main Street, conversations in corn fields and gasoline-station stops. The gas stations were important. There he would shake hands with the man at the pump, greet the mechanic, stride into the diner for a word with the fry cook and a cup of coffee with the customers. The Iowa traveler...
...also has two body sizes and two wheel-bases. Customers will have the choice of the 116-in. wheelbase Custom, three inches longer than in '56, or the higher-priced 118-in. wheelbase Fairlane, fully five inches longer. Where Ford virtuously sold safety in 1956 and watched rival Chevrolet carry off the honors by 300,000 units, it will sell size and luxury...
With two body sizes, Ford expects to get a competitive edge on both Chevrolet and Plymouth. Early next year, the next step will be taken by Mercury when it brings out a bigger version of the standard model, enabling it to compete with Buick, whose models range up and down the price line from Chevrolet to Cadillac. Introduction of Ford's new "E" model next fall will complete the line, give Ford an equivalent to the Oldsmobile, thus duplicating G.M. in every price range...
...make will probably hike prices slightly, no one can afford too high a boost, especially in the low-price field, where everyone expects a ruggedly competitive battle. Even with the increases, 1957's auto buyer will get more for his money. Cars will be longer, lower, more powerful. Chevrolet will have fuel injection on its Corvette, make it optional equipment on other models; Ford has broken the standard three-year cycle for complete body changes, spent $209 million on a completely revamped car after only two years. Most exciting innovation: the industry's first production retractable hardtop (TIME...
Consumer Reaction. In Hollywood, goaded by the sight of glittering new Oldsmobiles in an auto agency, unemployed Painter Clifford Frazier wheeled his dilapidated 1951 Chevrolet through the showroom window, smashed against a new Holiday sedan, explained: "I was mad at the world...