Word: eds
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Dates: during 1950-1959
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...General Manager Edward N. Cole, 50, who is as square and compact (195 Ibs., 5 ft. 9 in.) as a Corvair, the new car marks the fulfillment of a 15-year dream; for that long, off and on, he has been trying to produce a rear-engine car. Says Ed Cole jubilantly: "If I felt any better about our Chevy Corvair, I think I'd blow...
Chevy's Ed Cole predicts that the 1960 compact cars will ring up 1,100,000 sales, lead the industry to within a bumper's reach of a 7,000,000-car year, the second biggest (first: 1955) in U.S. history. "A market of this size," says Cole, "should see sales of 300,000 Corvairs, 250,000 Falcons, 150,000 Valiants, 400,000 Studebaker Larks and American Ramblers, not counting bigger Rambler Ambassadors...
...Specific Needs." What the auto industry is rolling into now, says Ed Cole, is "the era of specific driving needs." More and more Americans want a big car for big driving jobs, a small runabout for short hops. Thus, having long since realized the dream of a car for almost every family, the U.S. now is sweeping toward two cars in every garage. The compacts are speeding up the trend, since two Corvairs can be bought for the price of the biggest dressed-up Chevy...
...families owned two cars or more. Today 7,000,000 do-and there are 350,000 three-car families. By 1965, more than 10 million families will have at least two cars. With the population growing fast, and the demand for special-purpose, personal transportation growing even faster, Ed Cole believes that auto sales in the U.S. will ride up steadily to 8,000,000 in the mid-1960s. More than that, in at least one year before 1970, the U.S. will sell an awesome 10 million cars...
Hopefully, Ed Cole says: "The bulk of compact-car sales will probably come from an expansion of the market." But he is well aware that the compacts are bound to cut into sales of existing models. "If our Corvair moves some other cars off the road, well, that's too bad. But any time we bring out something that gets the focus of attention, it helps business. Anything that stimulates interest in autos is bound to stimulate the economy...