Word: rambler
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Hoping to steer ailing American Motors Corp. back to health, Board Chairman Roy D. Chapin Jr. recently prescribed price cuts for his slow-moving Rambler American economy line. The first sales figures showed an encouraging upturn-and Chapin, dining in a Chicago restaurant, cheerily ordered strolling musicians to play Just in Time. The American's $1,839 base price - well under that of any other U.S. compact and only $200 more than the Volkswagen-has indeed helped tune up sales, which in April rose 8% over the same month last year, to 7,371 cars. Nevertheless, as of last...
...unbroken string of victories and an unblemished personal life. He can enrapture a sympathetic audience, as he did in the conservative mountain states recently, by charging that "the Great Society has grown into a tax-guzzling dinosaur"-an echo from the days when he and American Motors' little Rambler were doing battle with Detroit's "gas-guzzling dinosaurs." Despite the Mormon Church's relegation of Negroes to second-class status, Romney, a faithful churchgoer who tithes his salary and abstains from liquor, caffeine and cigarettes, has a spotless civil rights record...
When he became chairman, president, and general manager of American Motors in 1954, the company was in financial straits. It was Romney who led the public relations campaigns for the new "compact" Rambler to compete against what he termed "gas-guzzling dinosaurs" of the bigger companies. American Motors stopped production of its large cars, the already poor-selling Nash and Hudson, and concentrated on the Rambler. By the time Romney resigned to run for the Michigan governorship in 1962, American Motors was a money-maker...
...keep Rambler's price low, A.M.C. will forgo annual styling changeovers, thus saving retooling costs. But Chapin does not intend to economize all the way. Two sporty specialty cars are in the works, and this week three jazzed-up Rebel station wagons will be introduced. Main features: "simulated natural tan leather" side trim for Midwest and Southwest markets, "black camera grain" in the East, and "bleached teakwood" on the West Coast and in Florida...
A.M.C.'s main target is the Volkswagen, which accounted for 30% of the 1.4 million compacts sold in the U.S. last year. Getting the new campaign off to a start, Chapin pointed out that the Rambler is not only bigger (six v. four passengers) and more powerful (128 h.p. v. 53 h.p.), but, "in terms familiar to every housewife, costs only 69? a pound compared to more than 90? for the Volkswagen...