AUTOS: Fast Getaway

As the 1959 cars wheeled into showrooms, the big question was: How well will they sell? If the ’59s catch on, they could lead the U.S. economy to its greatest boom. If they flop, recovery might be plodding. Last week, even discounting the usual dealer enthusiasm, the cars looked mighty hot. Government economists, weighing such factors as auto prices, population growth and the age of cars now on the road, predicted 1959-model sales of 5,500,000-6,000,000, v. 4,300,000 for the ‘585.

Peep Show. The earliest starter—General Motors’ Buick—broke away fast. Buick General Manager Edward T. Ragsdale happily reported that dealers sold an estimated 20,000 the first two days, ordered 52,358 more the first week. In little more than a week, Buick had accomplished a sales job that required two months last year. From Boston to Seattle, showroom crowds ran two to four times higher than last year’s. So did firm orders. “Only one thing has kept us from selling a whole lot more right now,” said Sales Manager Clarence J. Lauer of Emerson and Orme Buick, Washington, D.C. “People want to take a look at the other models before they buy.”

Though introduction of most other models was days or weeks away, dealers teased buyers by surreptitiously showing off pictures of the ’59s. Most of them have cleaner lines, less chrome. Trusted customers and fleet buyers even were allowed to snatch glimpses of the cars. In Chicago one major Chrysler Corp. dealer looked the other way while visitors tiptoed into the rear showrooms to peek at the new models. Almost all dealers were well ahead of last year in specific orders, figured that the growing recovery in the economy will keep sales improving. Dealers also look for a sales boost from the new federal law that requires factory-suggested list prices to be posted on all cars; they believe it will help them regain the confidence of customers who were burned by the razzle-dazzle price packs of yesteryear.

Low-Price Scramble. Chevrolet, due out in a fortnight, is the most completely restyled car in the low-priced three. The Impala features big, out-flaring rear fins, a rear window that sweeps around for a panoramic view and a front window that sweeps into the roof. The Chevy is 1 in. longer and 3½ in. wider than the ’58, much roomier inside. Another noticeable change: Price. Dumped is the lowest-priced series, the Delray, because it brought in only about 13% of ’58 sales; Chevy increased prices of other models as much as $139. Thus, the cheapest Chevy will be $2,041, v. $1,824 last year.

That leaves a neat opening for the much rumored Chevrolet “small car,” expected out by late 1959. Last week newsmen pried out the first official word from Chevy General Manager Edward N. Cole about a Chevy small car. Chevy has bought tools and dies. “But,” Cole stressed, “that does not mean that we will purchase one pound of productive material to run over those tools and dies.” Chevy can scrap its plans as late as next summer, if the small-car market cools. Chevy’s dropping of the Delray also gives plenty of room to other companies’ low-price cars to scramble for the $1,800-to-$2,000 market.

Ford is up to 6 in. longer, sports 29% more windshield area and a superenamel finish that needs no waxing for the car’s lifetime. It has single taillights, parking lights in the front bumper. Ford will recommend regular instead of premium gas (saving: up to $1 a tankful). Beamed Sales Manager Marvin Cahn of Manhattan’s Ralph Morgan Motors: “The new Fords won’t be displayed till Oct. 17, but we have firm orders for 400—double last year’s.”

Plymouth boasts an optional, Imperial-like spare-tire compartment on the sloping rear deck. Dealers expect that one new feature will sell well to women and oldsters: swivel front seats that make it simpler to get in and out. Chicago’s Fohrman Motors has had 100 nibbles from potential customers for Chrysler Corp. cars, 90 of them for station wagons. A record 28% of Plymouth’s ’58 output went to station wagons, and Plymouth dealers talk hopefully of 40% to 45% station-wagon sales this year. The new DeSoto made its debut in the press last week, mildly facelifted from the ’58.

Small Cars. Studebaker has placed all bets on a square-looking small car, with Hawklike grille, called the Lark. It is 175 in. long (v. 209.1 in. for the ’58 Chevy), but roomy inside because the company saved space by slicing down the front end and the rear bustle. “Everybody likes the pictures,” said Salesman Jim Hockney of Manhattan’s Studebaker-Packard Salon Inc. “We have orders, with deposits, for 40 cars—which is just 39 more than we had last year at this time.” The new American Motors Rambler is almost the same as the ’58 model, which rang up a company-saving 171,000 sales. American expects ’59 sales to climb to 252,000, and many dealers are already well ahead of last year.

In the slow-rolling middle-price range, Ford has lengthened Mercury’s wheel base 4 in. The car will move out during November, much sleeker, with less chrome than the ’58 Mercury. There will be 35% more window space; instrument panels have been moved forward 6 in. for greater legroom. Ford’s Edsel and Lincoln will get minor facelifts. About December the company will bring out a hybrid Ford with the body of a Fairlane and the roof of a Thunderbird. Called the Galaxy, it will sell for somewhat more than the ’58 Fairlanes, which ranged from $2,289 to $2,907.

General Motors’ Oldsmobile, out this week, is also much cleaner than the chromy ’58 that sold best of all middle-priced models. Pontiac expects a banner year because it cut prices by some $200. At the top of the line, G.M.’s Cadillac has less chrome and more of a sweeping rocket shape than the ’58, is priced al most exactly the same—from $4,475 to $12,000 for the Eldorado Brougham.

Charm & Dignity. As the cars have changed, so have selling practices. To inspire some smart-selling hustle, many salesmen have been taken off salary and put on straight commission. For the feminine touch, Fohrman Motors (Chrysler) hired saleswomen, because “women influence car buying so much that it is best to cater to their wishes. No man can really understand what it means to get into a modern car wearing a hobble skirt.”

Dealers are also turning on the dignity. Detroit’s Kessler Buick dolled up its showroom with original paintings by Gilbert Stuart, Winslow Homer and Thomas Sully, plus Picasso, Rouault and Miro prints. Said Owner Herbert Kessler: “We wanted to put the new Buicks in an artistic setting, next to the masterpieces.” On opening night Kessler wrote 24 orders, and business has since boomed.

Labor Rumbles. One cloud darkened Detroit’s horizon. There is a good chance that dealers will be caught short of cars. While the United Auto Workers pressured for last-minute contract concessions from G.M. and Chrysler, wildcat strikes idled 105,341 workers at Big Three auto plants. Production was stalled so much that Chrysler Corp. delayed introduction of most models for five to eight days, to late October. Ward’s Automotive Reports said the industry will fall 30% behind its September production goal of 195,500 cars. The betting was that G.M. and Chrysler this week or next will settle with the union in contracts almost identical to those signed by Ford (TIME, Sept. 29). If peace is restored, production in October will climb to a fast 490,000 units, fuel new U.S. production of steel, rubber, glass and all the other major items that lean so heavily on the auto industry.