Word: rambler
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...Rambler's success is writ large in the company's books. American's earnings after taxes for the first six months (ending this week) of its fiscal year will reach almost $35 million, or about $5.80 a share v. $26 million for the whole twelve months of the last fiscal year. For the entire year, American should earn upwards of $50 million, and may easily earn as high as $64 million, or about $11 a share, if Romney's confident expectation of 350,000 Rambler sales holds up. Earnings are piling up so fast that Romney...
Loyal Owners. Though Romney has loudly condemned annual styling changes (the Rambler has changed little in two years), he will meet the threat of the Big Three's new compact cars by giving Rambler a fresh, crisp look for 1960. If his sales should be hurt, no one doubts that he would completely restyle the Rambler in 1961 to make it competitive with anything that the Big Three can throw...
Around Romney has grown up an army of surprisingly loyal and enthusiastic Rambler owners. Some of them go so far as to call the Rambler "the most reliable car since the model T." Others take their pleasure in less rhapsodic praise. Women like it because its compact size (15.9 ft. long, 6 ft. wide, 108-in. wheelbase v. 17.3 ft. long, 6.4 ft. wide, 118-in. wheelbase for the standard Ford) makes it easy to handie in traffic, easy to park. The Rambler's unitized frame construction, in which body and frame are welded into a single unit (Ford...
Hidden Ingredient. But the hidden ingredient of Rambler's success is the Big Three themselves. "They are," says George Romney happily, "my best salesmen." The Big Three have used every device of the designer's art and the engineer's skill to make cars steadily bigger, sleeker, more luxurious, almost self-operating. Surrounded by soaring fins, dazzling in their chrome, perched behind an engine of steadily, growing power, the U.S. driver had what Detroit says he wanted. But was he happy...
What caused the Big Three to make up their minds was the take-off of Rambler sales in 1958. Belatedly, Detroit's Big Three (and little Studebaker-Packard) saw that there was a big market for the kind of car they themselves could make in the U.S. Dubbed a "compact" car to distinguish it from the tiny imports, the Rambler had offered the economy and easy handling of the foreign car plus much of the comfort, power and durability...