Word: volkswagens
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...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...
Small imports, which range in price from $2,700 to $3,400, are also feeling the chill of buyer indifference. They now account for no more than 14% of U.S. sales v. almost 18% last year. Among foreign makes, Volkswagen, long the leader in import sales to the American market, has fallen to third, behind Toyota and Datsun...
American Motors is planning production of a station wagon version of its wide, glassy Pacer. It will also have a fresh version of its aging subcompact Gremlin; the new model will use a Volkswagen-designed four-cylinder engine. Indeed, car buyers will find an even wider range of models of all sizes in showrooms round the nation next autumn. GM alone will sell no fewer than 40 models with four different kinds of engines. Whatever kind of car the public may want, Detroit hopes to have it ready, thus coping with buyers who think small one moment and bigger...