Word: volkswagen
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...compact market it once dominated. His main ammunition: price cuts of from $154 to $234. The $2,073 two-door Rambler sedan will now go for $1,839, which is well under its closest U.S. competitor, the $2,117 Chrysler Valiant, and only $200 more than the Volkswagen...
A.M.C.'s main target is the Volkswagen, which accounted for 30% of the 1.4 million compacts sold in the U.S. last year. Getting the new campaign off to a start, Chapin pointed out that the Rambler is not only bigger (six v. four passengers) and more powerful (128 h.p. v. 53 h.p.), but, "in terms familiar to every housewife, costs only 69? a pound compared to more than 90? for the Volkswagen...
...deepening business downturn, few areas of the economy have suffered more than the auto industry. Production, which increased 12% in 1965, rose a bare 3% last year (to 3,000,000), and automakers entered 1967 with a worrisome 360,000 unsold cars. So severe is the slump that mighty Volkswagen, fourth largest automaker in the world (after the U.S. Big Three), is learning to think small again. Off Volkswagen's assembly lines at Wolfsburg last week rolled the first of its new Model 1200 sedans, which VW executives call the Wirtschaftskrise Käfer-the "economic crisis beetle...
...Volkswagen President Heinz Nardhoff hopes that the smaller car will meet Germany's straitened "economic realities." With Germans uneasy about a developing recession and, in many cases, going on shorter work weeks, new-car registrations plunged 14% last November, and VW's sales at home fell to a record low of 16% of its production. The measures imposed by the hard-pressed government pushed gasoline prices up by 40 per gal., and German car-insurance companies this month raised their rates by as much...
...beetle at its own game. Sales of G.M.'s small, $1,360 Opel Kadett soared 28% last year, after a 6% drop in 1965. Ford last September successfully reintroduced its $1,322 Taunus 15M, a model it had dropped in 1959. When his 1200 gets into full production, Volkswagen's Nordhoff plans to skip the rich U.S. market, which accounts for 25% of VW's sales, export it only to other countries "where the money does not roll as freely as before...