Word: chromed
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Dates: during 1950-1959
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WHEN Detroit launched its 1958 models last November, TIME told of the hoopla and hope that attended their introduction in a cover story on Ford Vice President and Style Chief George William Walker, whose smile was as brightly gleaming as the chrome on his cars. But by May. when sales and production turned increasingly sour, so did the faces in Detroit as chronicled in a second cover on the industry's Big Three. With a clink of tools and a clash of cymbals this week, the production lines start up for 1959's new models-cars whose appeal...
...Detroit was through alibiing for '58. It knew all the reasons by heart: the recession, the loss of car prestige (and keeping up with the Joneses in other ways), high prices, too much chrome, those foreign cars, lack of salesmanship...
...Buick, its production of '58s halted at 242,000, v. 400,000 in the '57 model year, has scrapped its boxy, overchromed styling, will turn out a comparatively chrome-free, conservative "comeback car" in a "complete break with the past." The longer, lower, wider '59, which will come out in mid-September, will taper from its flaring, high-finned rear to its shovel-snouted front. It will have slanting double headlights like the 1958 Lincoln's, and bigger front and rear windows. Only this year's toothy aluminum grille will remain...
Tension-easing notes in Moscow and
Washington last week:
After the boxiness, the unattractive utilitarian interior, the bumps and various other discomforts, the effort to do anything over 40 m.p.h. of a small European car, the 1958 U.S. cars, chrome and all, are perfection...