Word: motorama
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Dates: during 1954-1954
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...find out what the public wants, G.M.'s customer research department questions 2,000,000 people a year by mail on their likes and dislikes. G.M.'s traveling Motorama provides another fine source of information, with interviewers stationed by every experimental car. The results are all carefully tabulated, passed along to styling and engineering and to President Curtice, who studies them carefully. The surveys are important, e.g., pushbutton doors were made standard equipment when the research department found that 70% of the people interviewed preferred them to handle doors. But surveys would be worthless without a sure styling...
Something for Everyone. Looking at G.M.'s Motorama, U.S. car buyers could understand "Red" Curtice's optimism...
...cars goes to President Curtice and Design Boss Harley Earl. At 60, Curtice is probably the best auto salesman in the world, though he never personally sold a car in his life. He believes that style, plus power and the razzle-dazzle send-off of the Motorama, is the way to sell cars. When Curtice became Buick boss in 1933, Buick was making only 40,621 cars a year, and buyers turned up their noses at the design...