Word: opels
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Dates: during 1960-1969
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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...
...sell cars and build cars." The son of a Hildesheim banker, Nordhoff served long enough in World War I to be shot in both knees. In 1925, he took an engineering degree from the Polytechnic Academy in Berlin and began his career by designing aircraft engines in Munich. Joining Opel, General Motors' subsidiary, in 1929, Nordhoff worked as a sales director, traveling occasionally to the U.S. to study American production methods and spending his vacations on Opel's assembly line...
...running Opel's new truck factory in Brandenburg, largest in Europe. Though he turned out 3,000 to 4,000 trucks a month for the wartime German army, he refused to join the Nazi Party. Even so, U.S. occupiers after V-E day decided that he had risen too high as an executive under Hitler, and effectively canceled his career-until the British invited him to Wolfsburg...
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...