Word: compacter
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JUNIOR-SIZE COMPACT with a slide-out engine for easy servicing is being developed by Ford, but, if mass produced, would not be on the market before 1962. The four-cylinder car would be smaller than a Volkswagen, with an 85-in. wheelbase and front-wheel drive, would sell for less than...
...Colbert, "in the first quarter of 1960 we are definitely in the black." The company got off to a slow start on the 1960-model run. had run into heavy expenses in buying premium steel during last fall's strike, spent millions tooling up to produce the Valiant compact and to convert body shops to the new unibody construction. But now sales are climbing, reported Colbert, and all divisions, even high-priced Chrysler Imperial, are operating at a profit. Chrysler's share of the market: 16.1% in March v. 14.4% in January...
Valiant, after starting later and well behind, is beginning to roll; last week's production of 7,000 units edged Chevrolet's Corvair out of third place behind Ford's Falcon and American Motors' Rambler. This fall, announced Colbert, Chrysler will market another compact, the Lancer, as a somewhat larger stablemate for the Valiant. It will have a 30°-inclined, six-cylinder engine turning up 101 h.p., and a price tag just a bit more than the Valiant's factory list price...
Some experts blamed the rise of the compact car as a major cause of the steel slump, since each compact uses more than half a ton less steel than a standard model. But if the Big Three compact cars produced during March had all been standard-sized cars, the industry would have used only 36,000 more tons of steel. Since the auto industry uses more than a million tons of finished steel a month the difference is too small to be important. A likelier explanation of Detroit's drop in steel buying: automen have restored their steel inventories...
Brower rose through the copywriting end of the ad business, is still a phrasemaker at heart. He likes to work on his beat-up typewriter, sometimes stays up all night to touch up an ad presentation, e.g., he picked the name Valiant for Chrysler's compact car. His speeches are so nicely turned ("It is change, not love, that makes the world go around; love only keeps it populated") and hard-punching ("This is the great era of the goof-off, the age of the half-done job") that requests for reprints come in at the rate...