Word: valiant
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Dates: during 1960-1969
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...said Colbert, "in the first quarter of 1960 we are definitely in the black." The company got off to a slow start on the 1960-model run. had run into heavy expenses in buying premium steel during last fall's strike, spent millions tooling up to produce the Valiant compact and to convert body shops to the new unibody construction. But now sales are climbing, reported Colbert, and all divisions, even high-priced Chrysler Imperial, are operating at a profit. Chrysler's share of the market: 16.1% in March v. 14.4% in January...
...Valiant, after starting later and well behind, is beginning to roll; last week's production of 7,000 units edged Chevrolet's Corvair out of third place behind Ford's Falcon and American Motors' Rambler. This fall, announced Colbert, Chrysler will market another compact, the Lancer, as a somewhat larger stablemate for the Valiant. It will have a 30°-inclined, six-cylinder engine turning up 101 h.p., and a price tag just a bit more than the Valiant's factory list price...
Brower rose through the copywriting end of the ad business, is still a phrasemaker at heart. He likes to work on his beat-up typewriter, sometimes stays up all night to touch up an ad presentation, e.g., he picked the name Valiant for Chrysler's compact car. His speeches are so nicely turned ("It is change, not love, that makes the world go around; love only keeps it populated") and hard-punching ("This is the great era of the goof-off, the age of the half-done job") that requests for reprints come in at the rate...
...reorganized and streamlined the agency in what he himself describes as a "blood bath" that swept out many employees. Then he set out to get new clients, won such new accounts as CBS, Air France, Book-of-the-Month Album Club, Coty, Gallo wines, and the $7,000,000 Valiant account, which proved so successful, says Brower, that "we lost the account-Dodge said that they just had to have...
...Chrysler's Valiant is selling well, but comparisons have been thrown out of kilter by the surprising success of the company's middle-size Dart, which now accounts for 85% of the Dodge division's sales. For Chrysler Corp., this means an expansion of its market (its sales are up 48% over last year, when a glass strike crippled production), but it also means headaches for Plymouth. Many Plymouth customers are switching to Darts, buying them so fast that last month the Dart actually outsold the Plymouth, onetime mainstay of the company...