Word: larking
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...Eskimo and two snow-blind fleas to Paramount (for use under klieg lights), to pitch himself or a client into the newspapers. Last week Moran was landing in print again, on a coast-to-coast search for "the happiest girl in America-a girl as happy as a Lark." His client: Studebaker's Lark...
...Minneapolis Moran's bird failed to sing. Minneapolis Tribune City Editor Robert T. Smith puckishly printed a straight-faced story that ran through a whole catalogue of cars without using the one word that Moran was trying to get into print-Lark. Smith's story...
...came up as an oldtime, dirty-fingernail mechanic, who still loves to tinker under an open hood. Realizing that S.P. could not battle model-for-model against the Big Three, he put all his mechanical skill into a single car -the compact, chrome-clean, low-priced (from $1,925) Lark. The results: S.P. has produced 126,000 Lark '59s (v. 50,000 Studebakers of all kinds a year ago), lifted first-half sales to $210 million (v. $71 million), earned $12 million (v. a first-half '58 loss of $13 million...
...version of a costlier car. So he built a new car, presided over every mechanical detail, hustled out to the plant at any hour of day or night when a decision was needed. The Big Three have been working on their compact cars for a year or more. The Lark was driven into showrooms just seven months after the decision to build it, because, says Chief Engineer Gene Hardig, the company has no tangle of committees to worry about. "I just call Church and get a decision...
Churchill admits that his Lark is not the ultimate. One fault: the six-cylinder model is underpowered (he is beefing it up). He is not afraid of the Big Three's forthcoming compact cars. "They will have six-cylinder compact cars, but we have an eight," says he. S.P. will add a 1960 Lark four-door station wagon and a convertible, but confidently will make no basic changes in style. Churchill is betting that the Big Three's entries will fan public interest in U.S. smaller cars, double the market to more than 20%. And he believes that...