Word: lancer
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Dates: during 1960-1969
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...lighter. Plymouth's Valiant now becomes Chrysler's Valiant, gets only a few physical changes: an end to the simulated rear spare "donut" wheel, wider bands of chrome and round, flush taillights instead of the canted, protruding ones of 1961. Dodge's Lancer now has a horizontal, convex grille surrounding its dual twin headlights. The big change in the Chryslers and Imperials is loss of the big, sweeping tailfins...
...TIME. July 11 et seq.). Once-mighty Plymouth has skidded from 4.9% to 3.3% of the market, and the European-styled Valiant has not made up the difference, rising only from 2%_ to 2.1% despite a $100 price cut. Valiant's new and costlier twin, the compact Dodge Lancer, got only a discouraging 1.2% of the market, and the middle-priced Dodge Dart, newly styled with a bomb-shaped tail end, dropped from 5.3% to 3%. The middle-rung Chrysler is a bright spot: it reduced minimum prices, lifted its market from 1.2% to 1.6%. But only...
...only the customer but the salesman, too. Often compacts with different names are remarkably similar. General Motors' Olds F85 and Buick Special both have the same body shell and almost the same motor; Ford's Falcon and Comet have the same engine; the Chrysler Valiant and Lancer are lookalikes. Many dealers not only battle competitors but knock cars made by the same manufacturer. Dodge puts out a "confidential" booklet for Lancer salesmen pointing out the good features of the Lancer and the bad ones of the Valiant-though both are made by Chrysler. Sample comparison: "Lancer; new styling...
...January under last year. What is worse, the models hardest hit are the very ones that were counted on for the best sales-Dodge Dart, Plymouth and Valiant. The Dart, a big reason for Chrysler's good year in 1960, is selling poorly this year. The new Lancer compact, sold by Dodge dealers, has not caught...
...cars look different. The new Fords have a rear-end grill decoration reminiscent of the 1960 Cadillacs. Some of the cars in the General Motors family have a front-fender line and a rear-window slope that resembles this year's Fords. Dodge's new compact, the Lancer, borrowed the 1960 Pontiac grill; the rest of the car is almost identical with the Chrysler Valiant...