Word: compacting
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Dates: during 1950-1959
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...tentatively planning to call its compact car the "Invader." Both Ford and Chrysler, unknown to each other, had tentatively decided on the "Falcon." When they found this out, they had an amiable discussion; now Chrysler is thinking of giving Ford the bird and finding another name...
When the new cars wheel on to the market, what will become of American Motors? Some Big Three officials who wrote off the compact and small foreign cars only two years ago now have their own pat answer. Says one high-ranking automan: "Give the Big Three a year or so in the economy market, and Romney will be flat against the wall." But such crapehangers underestimate Romney's passion and skill in battling against odds...
Loyal Owners. Though Romney has loudly condemned annual styling changes (the Rambler has changed little in two years), he will meet the threat of the Big Three's new compact cars by giving Rambler a fresh, crisp look for 1960. If his sales should be hurt, no one doubts that he would completely restyle the Rambler in 1961 to make it competitive with anything that the Big Three can throw...
Around Romney has grown up an army of surprisingly loyal and enthusiastic Rambler owners. Some of them go so far as to call the Rambler "the most reliable car since the model T." Others take their pleasure in less rhapsodic praise. Women like it because its compact size (15.9 ft. long, 6 ft. wide, 108-in. wheelbase v. 17.3 ft. long, 6.4 ft. wide, 118-in. wheelbase for the standard Ford) makes it easy to handie in traffic, easy to park. The Rambler's unitized frame construction, in which body and frame are welded into a single unit (Ford...
...caused the Big Three to make up their minds was the take-off of Rambler sales in 1958. Belatedly, Detroit's Big Three (and little Studebaker-Packard) saw that there was a big market for the kind of car they themselves could make in the U.S. Dubbed a "compact" car to distinguish it from the tiny imports, the Rambler had offered the economy and easy handling of the foreign car plus much of the comfort, power and durability...