Word: volkswagen
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...three imports: Volkswagen, Renault, Mercedes-Benz...
...auto market last August, hold only a 33% slice of it so far this year. Meantime, overall sales of small foreign cars, with which the Cardinal would directly compete, have shrunk to only 3.9% of the market-and in this area the dominant position is held by Volkswagen, which Ford regards as an uncommonly difficult competitor to dislodge. Beyond this, Ford fears that the Cardinal might make many of its sales at the expense of the Falcon, just as the Falcon ate into the Galaxie's sales and the new Fairlane has cannibalized both the Falcon and Galaxie markets...
Hottest news was Ford's decision to introduce the U.S.'s first "compact compact," a 99-in. wheelbase car called the Cardinal. Designed to capture a chunk of the market now held by the Rambler American and such utility imports as the Volkswagen, the Cardinal will be produced, starting in July, at the same Louisville plant that made the ill-fated Edsel. To cut labor costs, Ford will have some Cardinal parts-including the engine, transmission and differential-machined in Germany and shipped to Louisville for assembly. Ford's German and British subsidiaries will manufacture local variants...
...caused by the drive shaft in most cars; a 70-h.p., V-4 engine that promises up to 35 miles per gallon of gas and rockets the little car along at more than 80 m.p.h. ; sculptured styling that will allow for more leg room and trunk space than the Volkswagen. Price: around...
Bigger Value. But in export markets, price often means less than quality or special features, and here the U.S. enjoys many advantages. Volkswagen, for instance, has found that the U.S. makes the best "deep draw steel'' (used for shaped components such as car roofs and fenders), last year bought 10% of all its sheet steel from the U.S. And regardless of Germany's fame as a fine toolmaker, Volkswagen in 1961 bought $2.8 million worth of U.S.-made presses, gear cutters and other highly specialized machines...