Word: size
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Dates: during 1950-1959
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What kept both sides from budging was the steel industry's determination to turn collective bargaining into a "two-way street," as Cooper put it. In most big strikes in the U.S. since World War II, the fight was about the difference in size between the package management offered and the package the union demanded. But this time the steel industry brought to the bargaining table not an offer, but some demands of its own: contract changes to give management more control over conditions in the mills. Most important change demanded by industry: revision of the standard contract...
...official sources were struck with sudden silence. In the past the usual comment was that Russian space vehicles are big and brawny because of more powerful launching rockets, but that U.S. space vehicles, small and elegant, made up for the Russians' gross size by their sophistication...
Chevy's Ed Cole predicts that the 1960 compact cars will ring up 1,100,000 sales, lead the industry to within a bumper's reach of a 7,000,000-car year, the second biggest (first: 1955) in U.S. history. "A market of this size," says Cole, "should see sales of 300,000 Corvairs, 250,000 Falcons, 150,000 Valiants, 400,000 Studebaker Larks and American Ramblers, not counting bigger Rambler Ambassadors...
Foreign makers view Detroit's shift as a return to normal size rather than a direct challenge to their cars. They figure that the new U.S. compacts-which run about 15 ft. long and start at about $1,800 list-will bite into the sales of regular U.S. cars, but are neither small enough nor economical enough to cut the sales of the fastest-selling smaller imports, which run about 10 ft. to 13 ft. and deliver in the $1,600 range. Foreign makers expect to benefit from Detroit's new emphasis on smallness; they hope to increase...
...were losing money. Just a few years before, Chevy had started to tool for a compact model, the Cadet, then decided that the market was too small, and scrapped it. But Cole, at that time Chevy's chief engineer, saw farther. He figured that buyers would tire of size and flash. But since all the surveys were against him, Cole knew that he had to use the greatest skill and strategy to sell...