Word: volkswagens
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Dates: during 1970-1979
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...streamlined its West German operations and replaced the legendary-but increasingly unexciting -Beetle with the faster, jauntier Rabbit (TIME, Feb. 2). Those measures boosted profits in Europe, but left Volkswagen with an almost insuperable problem in the U.S.: repeatedly the West German mark has jumped in value against the dollar, making VWs more expensive for American buyers. In 1970 the cheapest model sold for $1,839 in the U.S.; today it goes...
Three sites are leading contenders for the VW plant: a former Westinghouse appliance factory in Columbus, Ohio, a federal tank plant in the Cleveland suburb of Brook Park and a partially completed Chrysler Corp. assembly plant at New Stanton, Pa. Whichever site Volkswagen chooses, it will soon have company. Now that it is moving into U.S. manufacturing, Japanese car makers are almost certain to follow...
...survey favored détente, but only one-third of the U.S.-auto owners did. Virtually all the Saab drivers-98%-voted for George McGovern in 1972; so did 82% of the Mercedes drivers, 80% of those with Volvos, 76% of the Porsche owners, 74% of the Volkswagen owners. By contrast, 49% of the professors with G.M. cars voted for Richard Nixon; he had been less favored by owners of Fords (40%) and Chrysler products...
...compare spending this year with earlier, freewheeling election years, notably 1972, is like contrasting a Volkswagen with a Rolls-Royce. A little frugality is clearly in order-but not the cutoff of federal matching funds to candidates, which has sent several campaigns reeling and has all of them hurting. Most desperate is the plight of Democratic Rear-Runner Fred Harris. But more serious contenders for the nominations, such as Republican Ronald Reagan and Democrat Mo Udall, who failed to win early primary tests, are being severely handicapped...
Below these top-ranking few, some small agencies have folded up, and some bigger ones are changing their approach because they have lost their fame as "hot" shops. Doyle Dane Bernbach, which produced the memorable "Lemon" ads for Volkswagen and the "We try harder" slogan for Avis, now stresses its media-buying and consumer-research capabilities, as well as creativity, to clients. Says President William Bernbach: "Our job is to kill the cleverness that makes us shine instead of the product...