Word: opel
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Best guess is that most companies will try to combat the foreign-car gains by following G.M.'s lead and increasing imports of their own models from abroad. General Motors Opel, manufactured in Germany, now ranks second among foreign cars in the U.S., between VW and the increasingly popular Japanese Toyota...
Result was that while Volkswagen and General Motors' Opel weathered the recession and are now prospering again, Fords have become a drag on the German market. Said the journal Auto, Motor Und Sport of the 1968 Ford models: "Never has a new line of cars attracted so little attention." But Ford hopes to hit the comeback trail in the fall with the introduction of its small, inexpensive "Escort" model...
Also taking a few swipes at the Big Three is Sweden's Volvo, the third largest auto importer (after Volkswagen and Opel), whose upcoming ad campaign is being handled by an even newer agency, Manhattan's Scali, McCabe, Sieves, Inc. To push Volvo, its only commercial account (approximate billing: $3,500,000), the ambitious, five-month-old agency is carrying on a Volkswagen-style campaign extolling Volvo's durability, high gas mileage, out-of-the-past lines and resistance to annual model changeovers. One Volvo ad pictures an all-paper car, which is pointedly described...
...little bug below Volkswagen price and power level, have a mere 3.2% share of the domestic market and 6.4% of German exports. In the first seven months of 1967, NSU car sales dropped 27% from the same period last year. Volkswagen too was feeling the pinch: in July both Opel (G.M.) and Taunus (Ford) outsold the Beetle in Germany. That NSU has survived the crush of the giants at all is a triumph. Its sales grew from $10 million in 1958 to $120 million last year, and almost all profits were poured back into the company. Now, says Von Heydekampf...
Something for Sportsmen. What really saved BMW was a management shuffle in 1961-62. The new team included Director Paul Hahnemann, 53, in charge of production and sales, a former Opel man. Looking for a car with popular appeal, he discovered a wide space between the cheap small cars and fat sedans, decided to move into the middle-price range and catch buyers willing to pay a bit more for styling and speed. On the road since 1962, the "New Class" line of cars, so named for its appeal to the modern German, comes in four basic models...