Word: pickup
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Hidden traps can exist for name makers. When Chevrolet marketed its Nova in Puerto Rico, the company discovered that the car's name can be read no va, which translates as "does not go." Chevrolet also found out that many American Indians refused to buy the Apache pickup truck because that tribe had been their traditional enemy. And fundamentalist Christians condemned the Dodge Demon. A few of the pitfalls are obvious. Royalty, for example, sometimes can be a profitable quality to evoke (Monarch, Grand Marquis, Crown Victoria), but there will probably never be an automobile called the Chevy Shah...
...signs, however, point to a cooling off by year's end. The increase of about 1.5 percentage points in mortgage rates over the past few months, for example, has slowed the pickup in construction. The Commerce Department reported last week that new housing starts in July, at an annual rate of 1,741,000 units, were down .6% from June. Otto Eckstein, a Harvard economics professor, predicts that the housing slowdown will help reduce G.N.P. growth in the fourth quarter to a 5% annual rate. For an economy in which inflation remains a constant threat, that...
Even at the best of times driving a carmioneta-a pickup truck converted into a local bus-from the northern farming hamlet of San José de Bocay to the village of Jinotega, seven hours away, is a nerve-searing experience. The winding road runs through an area infiltrated by U.S.-supported contras who are waging a cat-and-mouse war along the Honduran border against Nicaragua's Sandinista regime. Although there have been contra ambushes before, last week's was particularly grisly...
Driver José Antonio Blandón, 28, was concentrating on potholes when a band of perhaps 50 armed men suddenly appeared in front of his Chevrolet pickup. As Blandón and two others in the cab ducked under the dashboard, rifle shots rang out for what seemed to them to be several minutes. After the firing stopped, a contra peered into the cab. He ordered the three men to get out and, some minutes later, to carry two passengers, an injured woman and her six-month-old daughter, to a nearby house. Once inside, the woman died...
Suddenly, things are looking up, way up. During the last ten days of June, Ford registered a robust 76.8% increase in sales over the same period in 1982. The whole U.S. auto industry was whipping along in the fast lane during that time, in fact, with a pickup of 58.7%, and sales for the entire month were up 48% over June 1982. But Ford clearly outdistanced the pack...