Word: volkswagen
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...waited until the last minute to set sticker prices for the new lines. The biggest surprise was the price of Chevrolet's Vega 2300, which turned out to be about $150 higher than that of a comparable Ford Pinto and about $190 higher than that of the cheapest Volkswagen...
...automatic transmission ($111), deluxe interior ($125.95) and power steering ($95)-can rapidly raise the Vega's price to more than $2,500. The Pinto, which comes in only one model, a two-door sedan, is priced at $1,944, including federal excise tax and dealer preparation charges. Volkswagen's 60-h.p. basic beetle sells...
...secret for beating Volkswagen is quality," says Chevrolet General Manager John Z. DeLorean. Pinto and Vega offer newer styling and better handling characteristics than the Volkswagen. The cheaper Pinto reflects Ford's conviction that VW must also be met head-on in terms of price...
...Jersey-based producer of low-priced ($125-$500) plastic-hulled sailboats. Quite naturally, the agency plans to handle Snark's advertising and capitalize on techniques that Chairman Bill Bernbach developed to plug a more famous low-priced product. D.D.B. hopes to establish Snark as "the Volkswagen of the sea." The agency also owns a 20% interest in Georg Jensen, an elegant Manhattan houseware and silver store; last year D.D.B. agreed to buy a small ice cream producer, Frose-Mar Corp., but the deal later fell through. "We will continue to diversify," says Senior Vice President James Madden...
Swing to Simplicity. By making such simple, basic machines, the automakers have decided to try to beat Volkswagen, Toyota and Fiat at their own game. The Vega has only 1,231 parts, the Pinto 1,600. By comparison, a standard two-door Impala has 3,500 parts and a Lincoln Continental 9,000. Partly because big U.S. cars are so full of complicated tubes, wiring and equipment, which mechanics call "plumbing and spaghetti," even easy repair jobs can cost great amounts of money. Mechanics' hourly pay has increased from about $3.78 in 1966 to $5 today. This autumn Ford...