Word: larking
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Dates: during 1950-1959
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...production, geared closely to sales, moved 11% higher than last year's rate (see chart). American Motors was selling three times as many Ramblers as it did in January 1958. Studebaker-Packard was also outselling last year 3 to 1, due almost entirely to its fast-moving little Lark. The company had already outproduced its 1958 total of 49,770 and made a $3,700,000 operating profit in 1958's fourth quarter, its first profit in five years. Chevrolet output, still rising, inched ahead of Ford production for the first time...
...American Motors presented fresh evidence of how profitable the market is. American's President George Romney reported that in the fourth quarter of 1958 the company earned $21 million, or $3.56 a share, nearly as much as it cleared in the previous twelve months. Studebaker-Packard's Lark sold so well in the first ten days of January that the company for the fourth time has raised its production...
...most quoted threats to Rambler are the small cars the Big Three talk about bringing out and Studebaker's Lark, introduced this fall, which sells for slightly more than the Rambler American. Last week Ward's Automotive Reports said that General Motors and Ford will have their small cars in production "early in '59." G.M. and Ford declined to comment, but most auto experts think this is much too early, since the companies apparently have not yet placed any production orders for parts. Detroit does not expect Big Three small cars before November 1959, if then...
Studebaker-Packard's new small car, the Lark, also made pricing news. Its price was set lower than the list prices of the Big Three and in some cases below American Motors' hot-selling Rambler. The Lark begins at $1,756 for a two-door, six-cylinder model, ranges to $2,362 for an eight-cylinder station wagon. Its four-door six carries a list price of $1,821 v. $1,918 for the cheapest four-door Rambler, but most of its two-door models run slightly above Rambler's two-door Rambler American series...
Studebaker-Packard last week showed the press its 175-in.-long economy Lark, which gets 22 to 30 miles per gal. Studebaker said the six-cylinder, 90-h.p. models will be priced "below $2,000," but there will be higher-priced models with an op-tional V8, 180-h.p. engine. More than 25,000 orders have poured in to Studebaker, which produced only 44,056 cars during the '58 model year...