Autos: Dangerously Attractive

Despite the fact that it already sells 52% of the nation’s autos, giant General Motors keeps itself whipped into a competitive lather—and its largest division is the most competitive of all. Though its sales are already greater than those of the entire Ford Motor Co., Chevrolet has prepared for 1964 a whole new line of intermediate models in an effort to win even more sales. Last week Chevrolet General Manager Semon (“Bunky”) Knudsen showed to the press the auto that is expected to do the job: the new Chevelle. Impressed by its clean and handsome styling, Detroit’s normally undemonstrative auto reporters broke into spontaneous applause.

The applause could come back to haunt Bunky Knudsen. The Chevelle is a product of cross-fertilization within G.M.’s hotly competitive divisions: its wide grille resembles a ’63 Oldsmobile F-85, its gracefully curved fenders and trim roof Pontiac’s high-priced Grand Prix; the main contribution of Chevrolet designers is a squared rear deck and a taillight arrangement split by a chrome strip. But the Chevelle is wedged in between the compact Chevy II and the standard Chevrolet, and is so attractive a rival that it may steal some sales from both. It will come in eleven models ranging from a convertible to a station wagon, is only 16 in. shorter than a standard-sized Chevrolet and has that “big car feel.” It also boasts brand-new styling at a time when the standard Chevrolet has undergone little more than a minor face lifting for 1964. Knudsen has tried to make room for the Chevelle by discontinuing the higher-priced models of the unexciting Chevy II, will also probably start the Chevelle prices in the $2,300-$2,500 range previously occupied by those models.

The division’s three other lines—the Corvair, Corvette and Chevy II —got mostly only superficial trim changes for 1964. But all the new Chevrolets have standard front-seat safety belts in line with the auto industry’s decision to install belts on all new autos by year’s end. Though it will offer a grand total of 43 models for 1964—the widest selection in its history—Chevrolet is secretly working on yet another new model: a small, fastback sports car to compete with the low-priced sports car that Ford is planning for the spring.