Word: invicta
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Dates: during 1950-1959
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...Buick took a sales nosedive. For years every ten-year-old kid could identify Buick's Special, Super, Century and Roadmaster-and so could the average man on the street. Our Automobile Topics Magazine recently interviewed 100 men on the street, asking them to identify the Le Sabre, Invicta and Electra; only 15% identified them as Buick models...
...bottom of Buick's line, the new two-door Le Sabre will sell for $2,485 at the factory with taxes, freight, etc. added. v. $2,422 for the comparable though six inches shorter 1958 two-door Buick Special. The middle price Invicta and Electra lines will generally carry smaller increases over the discontinued 1958 Century and Super lines. The highest-price Electra 225 four-door hardtop will go for $3,895 v. $4,396 for the 1958 four-door Limited hardtop. Gone are all five 1958 models that Buick sold in the old $4,000-plus Roadmaster...