Word: simca
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Dates: during 1950-1959
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Last week Chrysler's fast-selling import from France, the Simca, joined the critical chorus. Aiming at foreign rear-engine cars as well as Corvair, it launched a massive ad campaign proclaiming "the advantages of front-engine cars over rear-engine cars.'' Among them: "Cornering is better . . . more luggage area . . . greater driving stability ... To relax your grip on the steering wheel [of a rear-engine car] at highway speed would be dangerous...
...same price, so it compromised. To cash in on the trend, it brought in cars from foreign companies in which the Big Three held big stock interests. General Motors imported the West German-made Opel and the British-made Vauxhall; Chrysler brought in the French Simca, Ford the English Prefect, Consul, Anglia. Since 1955, the Big Three have hiked imports of these foreign cars from 2,100 a year...
...Fiat brought out an 81-h.p. hardtop two-seater to compete in the $3,200 price class with Britain's popular Austin Healeys, added a new baby line called the "Jolly," with four wicker seats and a price tag of about $1,000. France's big-selling Simca has a new line of medium-priced ($1,445 to $1,968) sedans in 144 model and color combinations. Renault, which has sold 1,000,000 baby cars in the last ten years, is moving into the sports-car class with a snappy two-seater called the Floride...
...foreign carmakers' cake. The older cars sell so well that almost every producer is ahead from 10% to 30% this year. With a new 350-acre plant at Mira-fiori, Italy's Fiat is making 1,400 cars daily, up about 40% from last year. In France, Simca alone expects to turn out 210,000 cars in 1958, v. 170,000 in 1957, while the industry as a whole will top the 1,000,000 mark for a 100% increase in the last four years. Biggest jump of all: West Germany, which made 958,967 cars...
...Chrysler Corp., whose January-July production plummeted from 832,122 last year to 370,359 this year, will get into the small-car boom by marketing the French Simca. Chrysler bought a "substantial interest" in Simca, including Ford Motor Co.'s 15.2% of stock. The Simca, which looks like a kissing cousin to Renault's fast-selling Dauphine, last year almost tripled its U.S. sales to 5,766. Its major models range from the 57-h.p., four-cylinder, 96-in.-wheelbase Aronde, priced at about $1,700 in New York, to the 84-h.p., eight-cylinder...