Word: rambler
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...standing up against the company. They have strongly opposed American Motors' efforts to impose work standards similar to those in other auto plants, have been particularly unhappy about a recent rash of short work weeks. American's easygoing work standards, which help make labor costs per Rambler higher than for competitors' cars, are a hangover from the days of George Romney, who let labor have its way as long as it did not impede the production of fast-selling cars. Now that American Motors' sales and profits are down, however, the company can no longer afford...
...family." U.S. Rubber promotes its Royal golf ball by picturing it with four better-known balls and the headline, "The five leading golf balls: only one is registered." This fall American Motors will specifically name competing cars in its new ad campaign as a way of pointing up Rambler features. Many more advertisers that do not name their rivals in so many words still make it unmistakable where the com petition is. When Avis calls itself No. 2, readers know at once that Hertz is No. 1. "There are only two well-known color films in America," begins General Aniline...
...telegraph that message, the company's advertising has gradually changed to the brighter side. The ads now identify Ramblers as the "Sensible Spectaculars," and have introduced a number of quite spectacular girls; one ad features a femme fatale who exults upon seeing a Marlin: "Rambler, I didn't think you were THAT kind of car." These changes to the warmer side, however, were accompanied by a growing coolness between American and the ad agency that has held the Rambler account for 28 years: Geyer, Morey, Ballard. This fall the $15 million account will go to Benton & Bowles...
Liked by Foreigners. One of the major problems facing Abernethy-whose biggest car, the Ambassador, is actually shorter than many intermediates-has been the decline of the compact market. This trend has cut Rambler sales by 14%, Valiant sales by 29% and Chevy II and Falcon sales each by 39% below their 1964 levels. In an attempt to counteract the slump, American will add luxury features to the 1966 Classic and Ambassador, avoid advertising them as compacts. The 1966 compact American will be given a sporty, sloping rear deck, and emphasized as American's sole compact...
These new features will also be added attractions for foreigners, who seem to like the Rambler. Foreign sales of Ramblers rose to a record 37,580 units during the first six months of the fiscal year. Anxious to tap the other side of that market, Abernethy hopes that the restyled cars will be equally attractive to U.S. customers who have been buying imports, plans to pit the compact American directly against small, imported cars...