Word: compacting
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Dates: during 1950-1959
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...twice as important in their choice as initial price, that the Rambler was bought no oftener as a second car (one in three sales) than Big Three low-priced cars. George Romney became a prophet with honor in his own country. In 1955 he had predicted: "By 1960, the compact car will be a top contender with present-type cars for the bulk of the market...
Romney picked Nash over other jobs because George Mason, like Romney, believed in the future of the smaller car. The company had started developing one before World War II, was ready to introduce a new, compact Rambler. Also in the works: the Nash Metropolitan (wheelbase...
Change in Thinking. One big question for which Romney thinks he can create his own answer is the fate of American Motors after the Big Three roll out their compact cars. "They will come in partially at first," says Romney, "at about the same volume at which we operate. But sooner or later they will be in on an all-out basis, with no holds barred. If we are right, they will have no alternative...
...being "right," Romney means that the compact-car market is far bigger than other makers have previously estimated. One prime piece of evidence: the entrance of Studebaker-Packard's compact Lark, which has not hurt Rambler at all, even though the Lark is being turned out at the rate of 4,300 cars a week. A year ago, the Big Three's experts estimated the compact-and small-car market at 500,000 a year-at most. Last week they had raised their sights, expect the compact market to range from...
That market may be 7,000,000 cars by 1965, as the U.S. population explosion continues and all the World War II babies reach car-buying age. Thus, in a growing market, the Big Three's compact cars will not necessarily be sold at the expense of the Rambler...